Note: This article contains graphic images of a sexual nature
A sexually charged ad campaign for the 2014 Voir Restaurant Guide is sure to set tongues wagging in Quebec.
The print, out-of-home and online campaign created by Publicis Montreal shows food items like an oyster and hunks of meat made to look like female and male genitalia, respectively.
The theme revolves around the theme “18+”, as the restaurant guide is celebrating its 18th anniversary. The guide, part of francophone cultural weekly Voir, is published by Communications Voir.
“Someone told me that in life there are two things that will touch all five senses at once: sex and food,” said Nicolas Massey, vice-president and creative director at Publicis Montreal. “So I decided to merge the two and do an 18 and older campaign.”
Massey said he was wary of people thinking the idea is simple provocation for provocation’s sake. Looking to offset that concern with high production values, he used one of Canada’s most famous fashion photography houses, Leda & St. Jacques, to ensure the aesthetic quality was high.
“There’s a fine line between art and pornography,” said Massey. “If you do it well, there is beautiful nudity to be shot or ideas around sexuality. You just need to be classy, and I think it’s art.”
The latest edition of the guide includes a Gourmet Guide featuring local artisans for take-home fare and the Restaurant Guide with reviews of more than 700 Quebec eateries.
