2019 Winner

ID Foods (Tabasco)

TABASCO's One-Star Restaurant

Rethink

BronzeBrand Content

Tabasco was created to awaken and elevate flavours. But that’s difficult to convey using just words. So the brand decided to demonstrate the sauce’s flavour-enhancing power with the “One-Star Restaurant” and film. Working with Rethink, the brand documented Chef John Mike Leblond as he turned the worst-rated takeout food into four-star dishes using only a few drops of Tabasco. The meals were then served at L’Étoile, with the pop-up selling out fast. The experience was turned into a two-minute social spot and seeded out by food bloggers.

Credits
Creative Directors: Nicolas QuintalChris Staples, Ian Grais
Copywriter: Xavier Blais
Art Director: Maxime Sauté
Strategic Planner: Pascal Routhier
Account Services: Alex Lefebvre, Alexe Dupont
Producer: Marie-Noëlle Rosso
Production house: Film Truck
Directors: Dan & Pag
Production director: Antoine Lortie-Ouellet
Producer: Alexandre Caron
DOP: Mathieu Élie
Postproduction coordinator: Gabrielle Doré
Sound: Maxime Dumesnil
Assistant caméra: Rafi Leuwenkroon,
Grip: Stéphane Charon, Alain Desmarchias
Production assistants: Mathieu Richard, Charlène Brochu
Makeup: Tania Guarnaccia
Props: Mathilde Beaudoin-Tessier
Clients: Diana D’Elia, Ghita Zebdi