Miami Art Week was different this year, and it was just as inspiring
“We had a very clear challenge in front of us: help small local restaurants in Miami by generating sales, after a tough year like 2020,” recalls Gustavo Lauria, Co-Founder and CCO of WeBelievers, the Brooklyn-based agency behind a DoorDash campaign that helped close out a trying year on an inspiring note. “Because the campaign had to be launched in December, we decided to connect the message with the cancelation of (Miami Art Week staple) Art Basel. Everyone was talking about it, so it would be easier to grab people’s attention.” Lauria was right: the resulting campaign, “Art for Foodies,” an activation/art auction hybrid, saw droves of art and food lovers bidding on art, with payment made via food orders. As the “bids” increased, orders evolved into meal donations to fire stations, churches, shelters and hospitals. Meanwhile, restaurants – badly strained during COVID – earned more business. To execute the activation, comprising various elements (billboard productions, multiple video deliverables and more) during a COVID19 surge, and do so safely, Lauria brought in the team at Easy Mondays, the NY production company headed by Founder/Executive Producer Asori Soto.
“Although this is the first project we’ve produced for WeBelievers under the Easy Mondays banner, my relationship with the agency dates back many years,” Soto reflects. “Together we have worked on campaigns large and small, for multiple clients. So we were very excited to collaborate on such a creative and impactful concept. We know the WB team and they have a passion for making every campaign special for clients and consumers.”
From the creation of billboards, print materials, and video "teasers" to promote the activation, to shooting the activation itself, including its impact and after, the project ensured Easy Mondays had a very busy December. “At certain points, we were shooting with multiple units at the same time to be able to capture everything that was happening.” Of the benefit to frontliner and community organizations, Lauria observes, “During tough times, people tend to think more and more about the common good. That’s human nature at its best. So, we knew donations would happen, but we were surprised by the rich number of them. It was also great to know food wouldn’t be wasted.”
Always top of mind was a pandemic surge that was worsening by the day. “Ensuring crew safety, with travel and multiple camera units, was paramount,” Soto says. “Fortunately, having stayed busy during COVID19, we’ve established very strict pandemic safety guidelines that have helped us to accomplish every shoot safely. Additionally, we have a very solid and resourceful crew that shines working remotely and making things happen in an elegant and nimble fashion.”
Ultimately, in the spirit of Art Basel, art connoisseurs connected with local artists including De Yavorsky, Oyhanarte, Uribe and Yanes – in a context that helped restaurants and artists, while generating a record number of orders for DoorDash. “Everything came from a very simple mindset,” Lauria concludes: “If the restaurants do well, numbers will be good for the client as well.”
About Easy Mondays
Easy Mondays is a bespoke production company established by a bunch of creative gourmands, voyagers, and trendsetters. We circled the world more than a couple of times in the past couple of years. We produced moving pictures about cars, food, beverages, health, rock and roll, fashion, social issues, we published trendsetting magazines on travel and the pleasures of life, we wrote and photographed books. In short, we spent countless hours devoted to finding the most cinematic experiences around the globe, and we brought our babies and dogs as witnesses!
Our pursuit in the never-ending circle of life is to create the most engaging content for our clients. We are known for our high-quality productions and our taste at selecting excellent restaurants in the most remote regions. And we do all of this because we love it, because it is in our ethos, and because we shine the most when we are crafting astonishing stories together.
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2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagán Muñoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors who’ll highlight this year’s winners. The conversation will include a discussion about the winning work, including insights... Read More