LEFT BANK MELBOURNE | SEASONAL CAMPAIGN & CREATIVE DIRECTION
A seasonal 7 week campaign turning the shift into cooler weather into a new food and cocktail offer built around one idea: layers.
A seasonal 7 week campaign turning the shift into cooler weather into a new food and cocktail offer built around one idea: layers.
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RESULTS - 7 WEEK CAMPAIGN
$32,000
CAMPAIGN REVENUE
CAMPAIGN REVENUE
1,850
CAMPAIGN ITEMS SOLD
32.5K+
TOTAL ORGANIC SOCIAL REACH
OBJECTIVE
As Melbourne moved into the cooler months, the objective was to create a seasonal campaign that would resonate with Left Bank’s younger audience while building on cocktails as an established strength for the venue.
With cold foam emerging as a drinks trend, there was an opportunity to introduce something new to the cocktail offer and connect it with a broader food and creative concept for the season.
APPROACH
Layer Up was developed in house around the idea of layering, taking a familiar cold weather behaviour and translating it across the entire campaign.
Cold foam cocktails became the starting point, tapping into an emerging drinks trend while building on cocktails as an established strength for Left Bank. The idea was then extended into layered comfort food, including lasagne, loaded fries and tiramisu, creating one concept that connected the food and drink offer.
I led the campaign concept and creative direction, with hard flash photography, fashion led styling and close cropped food and drink imagery designed to appeal to Left Bank’s younger audience and give the winter campaign a contemporary feel.
Cold foam cocktails became the starting point, tapping into an emerging drinks trend while building on cocktails as an established strength for Left Bank. The idea was then extended into layered comfort food, including lasagne, loaded fries and tiramisu, creating one concept that connected the food and drink offer.
I led the campaign concept and creative direction, with hard flash photography, fashion led styling and close cropped food and drink imagery designed to appeal to Left Bank’s younger audience and give the winter campaign a contemporary feel.
EXECUTION
The campaign was brought to life through a dedicated photography and video shoot, with creative rolled out across a campaign landing page, email marketing, organic social and in venue touchpoints.
The landing page brought the food and cocktail offer together under the Layer Up platform, with campaign content adapted across channels throughout the season.
The landing page brought the food and cocktail offer together under the Layer Up platform, with campaign content adapted across channels throughout the season.
The platform also allowed new offers to be introduced without creating separate campaigns, including a lasagne and wine pairing with Mount Langi Ghiran, extending the concept beyond launch while keeping the campaign identity consistent.
