Week van de Smaak 2010
LAUNCH DATE
November 2010
TARGET GROUP
All citizens of Flanders and Brussels.
CHALLENGE
“Week van de Smaak” is a (food)cultural event in Flanders and Brussels that wants to unite people to enjoy taste and food in all its forms and varieties, with over 1000 events. The Week of Taste has been a hit for four years straight. The 2010 campaign needed to unite this massive variety of events, participants and tastes, taking into account the hereditary aspect of the matter, and to do even better than the years before. "Week van de Smaak" is a project by FARO, the Flemish interface centre for cultural heritage.
SOLUTION
We looked for a campaign backbone that could integrate that variety of ingredients (picturing them as real ingredients for cooking) and that is at the same time fun, eventful, folkloric as well as serious and convincing. Moreover, we looked for a structure that could survive the 2010 edition towards further adaptation in the following years. The campaign image itself easily lends its ingredients to the event catalogue, posters, flyers and a placemat to which some cultural references were added (like the cooking mayor). The TV commercial festively brings it all together.
