CART COUTURE
Instacart
Instacart proves it can even deliver to where food is forbidden.
_Creative Direction, Concept Dev, Strategy
ADAGE - Best Brand Promo of 2022
EFFIES x1 - Brand Integration & Entertainment Partnerships
CLIOS x1 Creative Effectiveness
WEBBY x2 Best Use of Earned Media, Best Partnership or Collaboration
FESTIVAL OF MEDIA x2 - Best Use of Event/Experiential, Best Engagement Strategy
ONE SHOW x8 Shortlist
ADC x2 Shortlist
THE DRUM MARKETING AWARDS - Brilliant Use of Creative
We brought a cart full of celebs’ favorite snacks to a place where food is strictly forbidden: the 2022 VMAs.
Award Shows are notorious for their long hours and a strict “No Outside Food” policy, leaving many attendees hungry. But we found a loophole: if you wear it, you can bring it in. So we partnered with threeASFOUR to create a one-of-a-kind couture piece designed to deliver meme-able looks and tasty snacks right to the red carpet and into the show.
Our dress made its debut with SNL’s Chloe Fineman, and the world ate it up.
Press: Adweek, PRweek, Campaign US, Popsugar, PageSix, Independent, Elle, Insider, the Cut, Buzzfeed, Byrdie, Nylon, Muse by Clio, Vogue, Cosmopolitan UK, CNN +more.
The MTV VMAs has a strict “No Outside Food” policy.
But there’s one big loophole.
If you wear it, you’re in.
We asked Twitter what snacks we should deliver to the show...
…and turned the snack cart into couture. Inspired by metallic snack packaging, the custom dress was designed to hold over 222,000 pieces of food.
Complete with detachable clutches filled with celebrities’ favorites, we delivered both looks and snacks onto the red carpet and into the show.
