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Spec Michelin Star NZ Campaign
*Fine Dining Optional
The Client
Spec: Michelin Star x NZ
The Brief
Promote the introduction of the Michelin Star Guide across New Zealand in a way that feels locally relevant to the Kiwi food industry.
The Insight
For many New Zealanders, Michelin Star means white tablecloths, high prices, and tiny portions. The antithesis of the laidback and relaxed culture at the heart of NZ.
The Idea - *Fine Dining Optional
This idea aims to dispel these stereotypes, cliches, and the Ratatouille-ness. How?
By hero-ing Michelin Star-worthy food from around the world that does not abide by 'tiny portions and fancy foam' stereotypes.
OOH
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