Lucky me | branded food experience

Buzzing for the Portuguese Art Director’s Club (CCP13) festival

The not-so-lucky number 13 was the theme for the 13th edition of the Portuguese Art Director’s Club annual festival. Its Creative Directors were invited to join forces with celebrity chefs from some of the hippest restaurants in Lisbon, in a collaboration aiming to generate buzz for the Club’s one-week long event.


Together with Chefs Paulo Morais and Anna Lins from Umai Restaurant, a reference for ground-breaking Asian fusion cuisine, we designed a one-of-a-kind food journey where the customers were encouraged to work for their food; only after completely finishing their “entrée” soup would the bottom of the plate reveal which of the chefs’ new “Lucky” surprise three-course dinners they were going to experience next.


A truly multisensory approach to designing a unique experience, from communication and brand strategy combined with product design, tableware crafts and, of course, haute cuisine, to further heighten the senses.


It turned out to be a successful interaction for the entire week of the festival. The chefs would eventually serve 50% more of these “work for your luck” surprise dishes and generate a profitable return for the restaurant.


Bon Appétit!

Lucky me

Client | Umai 

Credits | Rui Sampaio, Pedro Monteiro, João Cracel, Paula Silva, Paulo Morais, Anna Lins 

Photo | Rui Sampaio

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