TASTE THE WORLD AT STREET FEAST
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YCN AWARD WINNER 2018
For the 2018 YCN Awards I chose to enter the Street Feast brief. The brief was to come up with a campaign to launch the 2018 summer season for the Street Feast street food markets in London, promoting their four markets; Dinerama, Hawker House, Model Market and Giant Robot.
I was initially inspired by one main point within the brief: that Street Feast offers a unique experience where “you can eat the world under one roof”. My concept was that Street Feast would be reimagined and promoted as a summer holiday destination, with all the campaign collateral using travel imagery. The phrase “Taste the World” would be shown throughout the campaign to show how people can travel the world and experience exciting new foods from different countries, simply by visiting Street Feast.
All the collateral would be themed to look like travel documents or airport signage, using four main colours. This would give
each venue its own identity whilst maintaining a visual link and theme. Posters would be created for each of the four venues,
each creating the names of each venue using various items related to travel such as luggage tickets. Each would have a slightly different style to convey that each venue is unique, but each would relate back to the concept of travelling to Street Feast
during the summer.
WELCOME PACKS
Another aspect of the “Taste the World” campaign included a sample box which people would receive when signing up to visit Street Feast. When people pre booked tickets they would receive a pack in the post that contained a passport, entry wristbands for each of the four venues, a tote bag and some sunglasses. The sample box would also allow people to try some of the things on offer at each of the four locations at Street Feast, and would be made to look like postal packages with custom Street Feast stamps.
