Food has an extraordinary ability to evoke a wide range of emotions, from the anticipation of spices blending in a simmering pot to the sheer delight of a scoop of ice cream in a cup or cone. In its latest campaign titled “This Is Your Brain on Food,” Postmates delves into the visceral emotions stirred by beloved food items.
The campaign, from Mother, showcases popular dishes from select local merchants available on the Postmates platform in Los Angeles, CA, and Austin, TX.
The integrated campaign vividly illustrates the essence of the Postmates experience: the idea that the food you crave triggers a chemical reaction in your brain, resulting in a distinct, almost tangible feeling when you take that first mouthwatering bite.
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Recognizing that no two food experiences are alike, Mother enlisted different artists to visually interpret the sensation of experiencing food through animation and visual effects (VFX) in the short films.
David Kim, Executive Creative Director of Postmates, explains, “We loved the idea that eating certain foods can trigger full-body experiences ranging from euphoria to comfort to even a kind of pleasurable pain (think Nashville hot chicken). And that these could be summoned on demand through our app.”
These interpretations range from boba tea and donuts to sushi, all designed to resonate with viewers. Nexus Design Studio, the motion design division of production partner Nexus Studios, played a crucial role in identifying nine artists to create their unique interpretations. The campaign also features prominent Postmates app merchants. Watch below:
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Dave Estrada, Creative Director at Mother, emphasizes the emotional aspect of food choices, stating, “People are passionate about their food choices because eating is an emotional experience. What you eat says a lot about the headspace you’re in or want to be in. Postmates celebrates that trip with you every time you get the food you crave.”
“This Is Your Brain on Food” encompasses various elements, including short films, influencer collaborations, traditional out-of-home (OOH) advertising, and two commissioned OOH murals by Los Angeles artists. Every facet of the campaign reinforces Postmates’ understanding of its customers’ deep and often irrational connections with food, effectively conveying the unique sensations each dish evokes.
On TikTok, Postmates engaged intentionally with creators native to the platform. Creators such as @domenicaaq and @itsbridgettebitch are campaign partners and will provide their artistic perspectives on how food makes them feel, with their content set to be released later in the campaign.
Notably, Postmates and Mother commissioned OOH murals from renowned Los Angeles artists Akiko Stehrenberger, visualizing the impact of Nashville Hot Chicken on the brain, and Jen Stark, visualizing the influence of Boba Tea on the brain.
The campaign includes five 15-second short films featuring a variety of delectable dishes, including donuts, hot chicken, sushi, boba tea, soup dumplings, and BBQ. These films will roll out on digital platforms in September, with a strong presence on social media channels like TikTok, Instagram, X, and Snapchat. Traditional OOH advertising across Los Angeles and Austin will showcase visuals from the short films, creating a captivating multisensory experience for viewers.
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