Event Marketer Summer 2023 - 74

BEST PRODUCTION OF AN
EVENT (CONSUMER)
EX AWARD WINNER
CAMPAIGN: Noma Dinner Series
CLIENT: Audi
PARTNER: 160over90
Blending luxury with sustainability, Audi
partnered with Copenhagen's Noma, voted The
World's Best Restaurant five times, to bring
a three-night dinner series to Los Angeles'
high-profile scene of tastemakers, celebrities,
influencers, sustainability thought leaders and
journalists. Audi aimed to show off its electric
vehicle innovations, particularly spotlighting
the Audi e-tron GT, while Noma sought to raise
awareness for a more sustainable food system.
The brands completely transformed a
blank-slate L.A. nursery venue for the futurefocused
event. Fifty attendees per event
night were fully immersed from the beginning
with a chauffeur service that transported
them to and from the event in 48 fully electric
Audi e-tron vehicles. Upon arrival, a customdesigned,
branded plant display and walkway
trellis organically led guests into an interactive
sensory garden, with herbs to smell and taste
planted directly into tree-trunk tables-with
the plants all from the nursery and mostly
returned after the event's end.
A second custom plant wall bordered the
Audi e-tron GT display, featuring tailored
lighting and sound design. Product specialists
on-site spoke to attendees on electrification.
The outdoor dining area offered views
of the garden footprint, with custom music
curation and lighting that softly intensified
as the sun set. Diners got a front-row seat to
chef assembly, looking into a prep space with
tables replicating those in Copenhagen, and
the Noma standard carried into the kitchen
that was built from scratch, down to the
method and timing of the dishwashing. All
of the kitchen elements, tools and serving
ware was set up to the preferences of the
traveling Noma chefs. To achieve a locally
sourced, sustainability-inspired menu, the
chefs visited nearby farmers markets for most
ingredients, curating the menu based on the
day's selection, which led to adjustments to
the menu based on freshness.
The event garnered 8.5 billion earned
media impressions, and more than 51 million
earned social media impressions from guests
in attendance.
74
EVENT MARKETER SUMMER 2023
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