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Grouper: Skopje Gurman
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Grouper
Skopje Gurman, a prominent food campaign, aimed to promote special food deals at discounted prices. The campaign's objective was to highlight the diverse culinary offerings of Skopje, attracting both locals and tourists to the city's unique gastronomic delights.
Skopje Gurman, a prominent food campaign, aimed to promote special food deals at discounted prices. The campaign's objective was to highlight the diverse culinary offerings of Skopje, attracting both locals and tourists to the city's unique gastronomic delights.
The primary challenge was to create a compelling promotional strategy that not only showcased the variety and quality of food available but also distinguished Skopje Gurman from other food-related promotions in the region. Also, aside of that, there was another key challenge, and that was to convey the essence and diversity of Skopje’s food offerings in a way that transcended language barriers. The campaign needed to be accessible and engaging to audiences without relying on verbal explanations, and let the food do the talking.
We decided on a non-verbal visual video campaign. The idea was to use universally recognized hand gestures and visual cues related to food and dining, creating a narrative that could be understood by anyone, regardless of language.
The Skopje Gurman Campaign Video was crafted with a focus on hand gestures and visual storytelling. It featured scenes an eaterie, where the guest and the server used expressive hand movements to illustrate the process of choosing, preparing, and enjoying food. Close-up shots of hands slicing, dicing, stirring, and serving were interspersed with reactions of patrons – their gestures of satisfaction and enjoyment telling the story.
The video relied on the universal language of food and the shared human experience of eating. This approach ensured that the message of quality and enjoyment was clearly conveyed without the need for words.
The video was distributed on various digital platforms, including social media channels and the campaign's website, to maximize reach. The absence of language barriers made the campaign particularly shareable and accessible on a global scale.
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The non-verbal approach proved highly effective. The video garnered significant attention and was praised for its creativity and universal appeal. Viewers reported a clear understanding of the message, and the campaign led to a noticeable increase in interest and patronage of the featured eateries.
The Skopje Gurman campaign successfully demonstrated the power of visual storytelling in transcending linguistic barriers. By leveraging the universal language of food and expressive human gestures, the campaign connected with a diverse audience, effectively promoting Skopje's gastronomic delights and boosting its culinary tourism.
