Stella Artois | 2022
Uncomfortable Food
According to data, 96% of home kitchens in Brazil are led by women,
while only 7% of award-winning restaurants are run by them (IBGE / Chefs Pencil).
This disparity caught the attention of Stella Artois, that in partnership
with chefs from all over Brazil, launches a menu that transforms the
discomforts experienced by women in gastronomy into original dishes.
“Uncomfortable Food”: an initiative to take gastronomy out of the comfort zone.
We used "comfort food" to portray this social tension through "Uncomfortable Food", a term that refers to the barriers they face.
Renowned chefs across the country gathered to gave rise to this gastronomic experience – each of them is a reflection on the current gastronomy scenario and an invitation to change that will encourage in three main pillars: visibility, credit and training.
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In an exclusive dinner, the chefs presented their creations and showed how deliciously necessary uncomfortable foods are.
In an exclusive dinner, the chefs presented their creations and showed how deliciously necessary uncomfortable foods are.
The launch dinner, where the menu was presented, was a huge success.
For the expanded menu, which could be tried in different parts of Brazil, delicious foods were also created.
The movement spread even further: our chefs were seen all over the country showing that the present is female.
The gods of food are different, huh?
CW: Júlia Calais, Igor Moura
AD: Tiago Pinheiro, Beatriz Sotero, Henry Kage
CEO/CCO: Felipe Simi
ECD: Rafael Ziggy
Group CD: Erick Mendonça
CD: Nayara Lima, Gabriela Moura
my role: concept, copywriting