Charleston Wine + Food

When Charleston Wine + Food  offered us the opportunity to develop their 2016 ad campaign, we were uncorked with gastronomical enthusiasm. We're big fans of the festival and have been working with their crew for years. Plus, any project where we can promote two of our favorite past times (eating and drinking), is pretty much a done deal.

Our OM team hustled to really 'bring home the bacon' for the event's 11th year. After many a mindphoon session, we landed on the idea of creating a dictionary specific to the bevy of Wine + Food goers and experiences.  If you have been to the event, you know that the atmosphere, attention to detail and overall badassness of it is worthy of its own vocabulary to describe just what goes on during Charleston Wine + Food. And with that - we thought screw it. Let's make our own 'foodcabulary'

We crafted more than 20 new words for the Festival to use. Enjoy the list below for some of the most adopted terms, as well as some never before seen ones. 

(n.) gastronomy adventurer
(n.) a seafood connoisseur
(adv.) enthusiastic agreement encouraged by consumption of beer
(n.) a person who survives primarily on wine
(v.) ordering obscure and unknown cocktails in order to draw attention to oneself
(n.) dudes who drink rose
(n.) people obsessed with bourbon

We incorporated the wordsmith campaign throughout Wine + Food's marketing, from the ticket brochure to the street banners that adorned King Street during the festival. The most exciting moment was when the gastornaut™ that we created walked through the doors of OM. Kinda like that scene in Weird Science.  If you draw it . . . it will come to life.

When all was set and done, our palette (and vocabulary) had both been expanded. Now, we're just waiting on the call from Webster, and are hoping to make the list of new words added to the dictionary in 2017. If Pokemoning can make it . . . so can peacock-tailing.

Cheers to you, Charleston Wine + Food!

Photography: Andrew Celbuka