With the awards ceremony just around the corner, The International Food and Beverage Creative Excellence Awards have served up a print campaign to whet our appetite.
The ads feature jurors and personalities of the Advertising and Design world, duking it out over a food fight, with the copy reading: “Its worth the fight.”
“‘It’s worth the fight’ is a little nod to the creative process. Most projects can take several months, even up to a year at times. So, staying motivated and focused on the work can be quite hard, as there’s always a few surprise knocks, elbows and sucker-punches along the way,” said WCRS Creative, Naz Nazli.
The campaign is former FAB winner Naz’s brainchild, who came up with the idea whilst judging the Awards two years ago.
“I was actually judging The FAB Awards one year and the thought of a creative food fight popped into my head one lunch break. We’d been discussing food and drink advertising all morning, so it kind of made sense. Neeraj loved the concept and we managed to pull some favours to make it happen,” recounted Naz.
“The hardest thing was probably trying to get all the ‘talent’ in to one place, and at the same time. All their diaries are crazy and we had a tight schedule, but we pulled it off,” continued Naz.
“The rest was pretty easy, just point them in the direction of the food and each other, then shoot away. WCRS and our photographer Andy Gallacher were also very supportive throughout the project, which was great. However, getting rid of the smell of fish guts off my shoes proved trickier than expected!”
The campaign is a series of seven print ads and features the likes of: Anthony Biles of Biles Inc., Guy Moore of Leo Burnett, Simon Learman of Adam & Eve DDB, Robin Wight of WCRS and Steve Spence.
The FAB Awards will be presented at The Hurlingham Club in London on Thursday, May 30.
The full credits for the campaign:
Copywriter: Naz Nazli & Rob Welch
Art Director: Naz Nazli & Rob Welch
Creative Director: Billy Faithfull
Photographer: Andy Gallacher
Post Production: Joanne Stubbs, Andy Gallacher & Tomek Drozdowski
Design: Tomek Drozdowski & Stein Olsen
Stylist-Make Up: Bridget Lee
Client: Neeraj Nayar, The FAB Awards