World's 50 Best Restaurants Awards
The Challenge
The World's 50 Best Restaurants provides an annual ranking of the most exciting and talked about restaurants across the globe. Formulated by publisher William Reid, making the “50 Best” list is a coveted honour, sought by many in the international culinary fraternity. Annually, the top 50 restaurants are announced to A-list of chefs and world media at a ceremony that counts down to the No.1 Best Restaurant in the world.
The Creation
To create international interest in Australia’s world-class restaurants, Tourism Australia secured this event for Melbourne. Impressively, this was only the second time in the history of the event, that it has been held outside London.
Tourism Australia enlisted Fairfax as their event partner, who then called upon Fourth Wall to take charge of the creative and production requirements.
We worked collaboratively with Fairfax, Tourism Australia and Visit Victoria to showcase Australia, Melbourne, our nation’s leading chefs, and our beautiful local produce, to ensure our international guests and event sponsors enjoyed a unique Australian experience they would never forget. An example of this was a street art installation for Visit Victoria where, ahead of the event, Fourth Wall commissioned local street artist Heesco, to paint five of the world’s best chefs in a laneway, right in the heart of one of Melbourne’s key foodie regions. This created a great deal of media hype and excitement in the lead up to the event, and the content was then used as a backdrop to for a laneway-inspired after party.
Held at the prestigious Royal Exhibition Building in Melbourne, the night exceeded the expectations of all 950 local and international guests, who walked a red carpet that was lined with native Australian fauna.
The pre-event area was a mouth-watering display of fresh meat and seafood, and other locally-produced food and wine, all headed by Neil Perry and his talented team at Rockpool.
A large LED screen partitioned this space from the awards theatre, and screened B roll content of Australia’s most impressive local sights.
When it finally came time to announce the 50 Best Restaurants, a projection screen that spanned the entire height of the majestic 1880s building, revealed the world’s No.1 restaurant to a highly engaged and captivated audience, both present and online.
The Outcome
The Group Editor from William Reid – the man responsible for the list – labelled the night “the best of all the World’s 50 Best events, in its 14-year history!”
