Amaranto Restaurant Institutional Campaign

Amaranto Restaurant Institutional Campaign

Amaranto Restaurant Institutional campaign is a groundbreaking visual communication initiative that revolutionized restaurant advertising through its innovative departure from conventional culinary marketing approaches. Launched across Brazil, Argentina, and Chile, this surrealism-inspired campaign deliberately avoided traditional restaurant advertising imagery, such as plated dishes and food photography, in favor of transformative artistic expressions that challenged viewer perceptions. The campaign's conceptual foundation, Reinventing flavors! drew direct inspiration from the restaurant's unique culinary philosophy of combining diverse ingredients to create novel taste experiences. Executed through various media formats including banners (1.5m x 80cm), postcards (10cm x 15cm), tent cards (8cm x 12cm), and elevator displays, the campaign employed surrealist transformations of everyday objects to create engaging visual narratives that resonated with audiences across multiple touchpoints. The creative direction, developed by Marcelo Lopes and Ivan Bertasi, successfully merged artistic innovation with commercial objectives, resulting in increased restaurant patronage and guest engagement. The campaign's effectiveness was particularly evident in the high demand for the promotional materials, necessitating additional print runs due to guests collecting the cards as souvenirs. This institutional campaign, which ran for six months with images refreshed every 45 days, demonstrated exceptional creative merit and strategic execution, earning recognition with a Gold A' Design Award in the Graphics, Illustration and Visual Communication Design category. The campaign's success lay in its ability to communicate the restaurant's innovative culinary approach through sophisticated visual metaphors while maintaining strong brand coherence across multiple international markets.

restaurant advertising, surrealist design, institutional branding, culinary marketing, visual communication, hospitality promotion

— Adam Dawson

CITATION : "Adam Dawson. 'Amaranto Restaurant Institutional Campaign.' Design+Encyclopedia. https://design-encyclopedia.com/define/amaranto-restaurant-institutional-campaign?E=450274 (Accessed on October 14, 2026)"