Everything Including the Ads Is Edible in This V&A Museum Exhibit

AMV BBDO, Blink and Bompas & Parr Worked on Event at London's V&A Museum of Childhood

By Alexandra Jardine. Published on Oct 26, 2017

Editor's Pick

Parents of kids who are fussy eaters will know: the best way to get them to try new foods is to spark their interest in it. So, to get kids playing with their fruit and vegetables, London's V&A Museum of Childhood held an "Edible Exhibition" last weekend in a collaboration with agency AMV BBDO, foodie creative company Bompas & Parr and illustrator at Blink Art, Rob Flowers.

At a free food workshop earlier this year, over 100 children were given the chance to use their imagination and invent their ultimate food fantasies. Six winning designs were then selected and turned into reality with the help of Bompas & Parr. They included glow-in-the-dark ice cream made from carrots, edible bubbles made from broccoli and cucumber and a "parsnip tornado."

Rob Flowers helped bring the "Edible Exhibition" to life with a series of posters and invitations for AMV BBDO that were also entirely edible. Every aspect of the printing process, from edible paper to the multi-flavored inks, was custom-made for the exhibition in collaboration with Bompas & Parr. The posters went on display at the museum and visitors could take away postcards to eat for themselves.

The exhibit took over a year to create, according to Neil Clarke, copywriter at AMV BBDO who came up with the idea alongside his creative partner, art director Jay Phillips. "There was a lot of trial and error. But it was an amazing experience, and we all felt like kids again making it."

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Oct 26, 2017
V&A Museum of Childhood
Executive Creative Director:
Adrian Rossi
Executive Creative Director:
Alex Grieve
Creative Director:
Neil Clarke
Creative Director:
Jay Phillips
Creative Director:
Mike Sutherland
Creative Director:
Ant Nelson
Neil Clarke
Art Director:
Jay Phillips
Head of Design:
Chris Chapman
Account Handler:
Luke Hickey
Account Handler:
Nick Andrew
Account Handler:
Adam Walker
Rob Flowers
Blink Art
Production Company:
Bompas & Parr

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