Meals is extra than simply sustenance––it may be a wild romp by way of a fiery hellscape within the case of Nashville sizzling hen, or a joyride on a geyser of steaming sizzling broth if the dish is soup dumplings.
Digging right into a flavorful favourite like barbecue or boba doesn’t simply satiate starvation, it jumpstarts the nervous system, in line with a brand new marketing campaign from Postmates that pulls a direct line between mealtime and synapses.
The work, known as “This Is Your Mind on Meals,” launches at present with a sequence of animated quick movies that carry to life the visceral pleasure of consuming doughnuts, sushi and different noshes.
“We’re leaning into what it appears like if you take that first chew of some spectacular dish,” David Kim, government inventive director of Postmates, informed Adweek. “Sure meals set off a deep emotion, and that’s an perception that felt good, unmined and uniquely Postmates.”
The marketing campaign, from longtime company of document Mom Los Angeles, is an evolution of the model’s cravings-centric platform, “When All You Can Meals Is Assume About.”
It’s additionally a not-so-subtle nod to the enduring PSAs that debuted within the late Nineteen Eighties below the banner “This Is Your Mind on Medication.” Every spot opens with a disembodied head cracking open, a callback to the notorious eggs in a skillet.
Postmates and Mom took cues from these traditional Partnership for a Drug-Free America spots, in addition to MTV’s animated on-air logos and a scene from Disney’s Ratatouille by which a chew of meals triggers a flood of recollections for a central character.
‘Euphoric second’
As a result of several types of meals elicit numerous reactions, creatives employed various visible artists to interpret these experiences, saying a live-action model of the marketing campaign would’ve been unimaginable.
The result’s 9 totally different animated shorts that vary extensively of their types, together with a peek into the sugar rush that comes from consuming boba tea. Trace: It’s a mashup of candy-colored psychedelia and online game play.
