TIME OUT x GOOGLE
INTERGRATED CAMPAIGN l BRANDED CONTENT
Crater was called upon by Time Out, and in partnership with Google, to produce a series of videos highlighting the reason for desire of particular food cult dishes. Together with our client we profiled 9 ‘Signature Search’ dishes across Sydney and Melbourne, how they are made, why they are amazing and told the story of their success and what it means to their neighbourhoods.
The purpose of the videos was to invigorate social engagement, urgency to try, share with friends and most importantly to hero the little guys. Crater did this by introducing stylistic flourishes that immerse the viewer into the distinctive sights and sounds of each kitchen and neighbourhood.
The whole project culminated in media releases across web and socials to align with voting for the Time Out Food Awards. Crater also created additional media for the event and filmed the event itself. Due to the success of the campaign, Google used this as a case study for award nominations and global recognition.