Alcohol brands have always shamelessly used sex to seduce young drinkers. So, instead of using shame or scare tactics to get people to ease up on the drink, we took a leaf out of the booze brands’ books and seduced our audience with moderation. Our lavish imagery was inspired by the cheesy romanticism of boudoir photography – vintage lens flares, drifting curtains, flickering candles, red roses, and sensuous fabrics – but, with the human model replaced by a sexy burger. ‘Boudoir’ has become ‘Foodoir’. The typography completes our seductive aesthetic – a dated, romantic script that sparkles as if it’s actually part of the scene.
An extension on the popular Lost Nights campaign, ‘Seduced By Moderation’ centred around social, outdoor and special placements in bars and at festivals, as well as some incredibly racy radio spots.
Project completed with Melina Fiolitakis and David Shirley at FCB New Zealand. Photography and Videography by Fraser Chatham.