LYON | 2017
THE BOCUSE D'OR CELEBRATES ITS 30TH ANNIVERSARY
— CONTEXTE —
To celebrate 30 years of the Bocuse d’Or, GL Events asks our agencey to develop a communication initiative that could anchor the culinary award in a modern setting, while at the same time showcasing all the professionals who have played a part in the history of this internationally renowned competition.
— REQUIREMENT —
The special 2017 edition is an opportunity to stage the competition in a slightly different way. The aim is to provide a modern take on it, place the emphasis on the men and women involved, celebrate the past and extol the values of excellence and festivity, while at the same time looking towards the future and new prospects.
— APPROACH DEVELOPED —
Our team wants a new editorial dynamic to stage the 30th anniversary celebrations in a contemporary setting, extending their influence all over the world. The new identity to celebrate the event – developed by our team – is based on the notion of expertise and culinary performance. The editorial line sets out to stage the Bocuse d’Or’s imagined elements such that it is easier for the various Bocuse communities to understand them. TETRO creates a mini web series featuring 7 exclusive meetings with 7 outstanding chefs from all over the world who want to share their own history of the Bocuse d’Or.
Teaser for a portrait series of chefs who have come to celebrate the 30th anniversary of the competition.