Amaranto Restaurant: A Surrealistic Approach to Culinary Art

Marcelo Lopes Design's Award-Winning Campaign for Amaranto Restaurant

Marcelo Lopes Design's campaign for Amaranto Restaurant is a celebration of the surreal. Regular day-to-day images are transformed into surrealistic representations, provoking individual interpretations and revealing the sense of humor behind them. This unique approach sets the campaign apart from traditional restaurant advertisements that typically feature images of served dishes.

The campaign was realized using various materials including canvas for banners, paper, and acrylic support for tent cards. The diverse range of media used in the campaign, from banners and postcards to elevator media, ensured a broad reach, engaging hotel guests and leading to an increase in the number of diners at the restaurant.

Marcelo Lopes and Ivan Bertasi, the creative minds behind the campaign, developed the project in just 15 days. The campaign was used in the market for six months, with images being replaced every 45 days. The campaign was implemented across all Amaranto restaurants in Brazil, Argentina, and Chile.

The campaign's title, "Reinventing flavors!" was inspired by Amaranto Restaurant's cooking concept, which involves mixing different types of food to create new flavors. This innovative culinary approach was mirrored in the campaign's surrealistic imagery, creating a visual representation of the restaurant's unique gastronomic philosophy.

The campaign faced the challenge of creating a visual language that radically differed from traditional restaurant advertisements. However, Marcelo Lopes Design successfully overcame this challenge, delivering a campaign that not only met the client's requirements but also won the Golden A' Design Award in 2013. This prestigious award is granted to outstanding and trendsetting creations that significantly impact the world with their desirable characteristics.