Are food lovers better lovers?
This is the question that Madrid Fusión poses in its communication campaign and with which it encourages consumers to discover it in the new edition of the international gastronomy summit, which is held from January 26 to 28 at IFEMA (Madrid).
The piece uses close-ups of mouths, hands and textures
The creative agency &Rosàs has created a provocative advertisement, produced by Vivir Rodando and directed by María Sosa, that explicitly combines food and sex to claim pleasure as an essential part of gastronomy. It is a proposal with a deep sensory character that adds to the event to the popular trend of food pornbut maintaining a high positioning, an aesthetic and elegant staging.
The piece uses close-ups of mouths, hands and textures, as well as ingredients such as meats, fruits and condiments to construct a succession of suggestive visual metaphors. The narrative creates a journey through the gastronomic process: from the preparation of the dishes to their enjoyment. Madrid Fusión thus celebrates the journey for the senses that cooking entails, while emphasizing its avant-garde character.
As the agency points out, the parallelism between two universal territories such as food and pleasure, Madrid Fusión underlines its desire to be a space to question and explore the limits of gastronomy. With the claim “Food lovers are better lovers” it highlights the curiosity of gastronomy lovers.
“With this campaign, Madrid Fusión launches a delicious wink and with a bit of humor to the gastronomic community“; commented Benjamín Lana, Director of Madrid Fusión. “A direct and close message that invites you to join the event
from complicity, smile and common enjoyment“.
From &Rosàs they point out that the campaign does not seek gratuitous provocation, but rather to pay tribute to the product and those who work on it, explore it and enjoy it without prejudice. Thus, consider the campaign as “a celebration of pleasure properly understood, of conscious enjoyment and of gastronomy as a deeply physical, emotional and human experience”.
In addition to the digital spot, the campaign includes a series of graphic pieces that follow the aesthetic and present suggestive images that continue to evoke the pleasure of food. The campaign has executions in outdoor advertising, digital, social media and the event itself.
