Stella Artois
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, which, in partnership with chefs from all over Brazil, launched 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 have used "comfort food" to highlight this social issue through "Uncomfortable Food", a term that reflects the barriers they face.
Renowned chefs from across the country came together to bring this gastronomic experience to life – each dish is a reflection of the current gastronomy scenario and an invitation to change, focusing on three main pillars: visibility, recognition, and training.
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During an exclusive dinner event, the chefs presented their creations, showcasing how essential uncomfortable foods can be.
During an exclusive dinner event, the chefs presented their creations, showcasing how essential uncomfortable foods can be.
The launch dinner, where the menu was unveiled, was a huge success.
In addition to the expanded menu, which could be tried in differents parts of Brazil, other delightful dishes were also created.
The movement spread even further: our chefs were spotted all over the country, demonstrating that the present of gastronomy 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