TOAST:
serve your masterpieces
on toast
We were tasked with delivering a focused, creative and highly targeted ABM campaign to 20-30 Michelin-starred restaurants in London - opening the door for Toast as their restaurant point of sale and management system, helping restaurants improve operations, increase sales and create a better guest experience.
With Toast being relatively new to the UK (with a much larger US presence), this campaign was an opportunity to embed the brand in our audience’s minds. What better visual to do so with than…well, toast?
We placed edible artworks on pieces of toast, communicating the Toast brand as a canvas for our audience’s Michelin-starred masterpieces.
Pitch-winning AI generated adcept
Final advert
Toast decided to go with our opening concept idea from our competitive pitch against tother agencies (shown left, above). I was in the process of experimenting with AI-generated images to help in the ideation and ‘scamping’ phase. It was clear many adjustments and improvements were needed, but the client bought in.
I needed to develop the overall realism - depth, shadows, texture. Then, a set concept style was needed across executions. I decided on recreating famous art styles that represented pan-asian, modern and classic Michelin Star settings using burnt toast etchings as the base. The idea was there visually but it felt…bland - not something Michelin restaurants are known for. Adding real food elements designed in a delicate, gourmet fashion mended that, in turn creating our own ‘masterpiece’ on toast.
Pitch-winning AI generated adcept
Final advert