Feasts for the eyes

With a Covid-ravaged hospitality industry already suffering, the cancellation of Miami Art Week last December looked set make a bad year even worse for local restaurants – the event normally attracts around 80,000 potential diners to the city. 

But this ingenious multimedia activation from agency WeBelievers and production company Easy Mondays, with video directed by Jimmy Goldblum and Marcelo Paez, stimulated not only the appetites, but the remarkable generosity, of local food and art connoisseurs. 

Connecting the messaging with the buzz around the Art Week cancellation, the campaign Art For Foodies, encouraged culture vultures to bid on works of art via payments made with food orders. Those who ordered the most nosh would receive extra deliveries of tasty works from local, internationally renowned, artists including De Yavorsky, Oyhanarte, Uribe and Yanes. 

The win-win venture not only helped restaurants and artists, while generating a record number of orders for DoorDash, but as the ‘bids’ increased people moved from ordering monster banquets for families and friends to making meal donations to fire stations, churches, homeless shelters and hospitals.

Gustavo Lauria, Co-Founder and CCO of WeBelievers commented: “During tough times, people tend to think more and more about the common good. That’s human nature at its best. So, we knew donations would happen, but we were surprised by the rich number of them. It was also great to know food wouldn’t be wasted.”