I think Black Panther would be satisfied because we’re bringing new freshness and a new take on the cuisine of Wakanda. Ghetto Gastro
To execute the multi-part campaign, we partnered with the Bronx-based chef collective, Ghetto Gastro, to imagine what the cuisine of the fictional nation of Wakanda might be documenting their progress from the premiere and over the course of several weeks. The cuisine was then brought to life with a Black Panther fashion show during NYFW where castmembers Chadwick Boseman, Michael B. Jordan and Letitia Wright, and Director Ryan Coogler, got to enjoy the food.
Finally, all pieces of the campaign were released as a social content series and short film on Black Panther and Marvel Studios’ platforms to promote the movie.
EXPERIENCE
AT NYFW
In collaboration with Disney Consumer Products, IHC helped produce a full experiential expression of The Taste of Wakanda as a centerpiece within their New York Fashion Week event that showcased clothing designs inspired by Black Panther. Along with Ghetto Gastro, we created a curated menu served in an environment that matched the dynamic visuals of the film. Guests were greeted with specialty crafted cocktails and finger foods, all held in fabrications of illuminated vibranium bowls and wooden trays. Models wore custom gold cuffs and bangles from South Africa transforming them into royal servers for the two-hour experience.
IHC documented Ghetto Gastro’s process from their attendance at the premiere in LA to the search for the perfect recipes. Our crew followed them coast to coast as they developed the cuisine and cocktails that would eventually be served. The content was collected into a 4-part series of videos released weekly through Marvel Studios, Marvel Entertainment, and Black Panther social media accounts. The culmination was turned into a 7-minute short form documentary.
In addition to the weekly progress videos, the campaign was such a success that after the release of the film Disney ordered another round of content focused on the recipes themselves. This content was released daily and centered on each item. These videos were also compiled as a Disney Rewards Exclusive.
