Chloe Herbert-Smith, Art Director, Leo Burnett Melbourne

Parcs restaurant, Melbourne
“Parcs (hint: spell it backwards) is a relatively new restaurant in Melbourne CBD that’s about minimizing food waste. Using culinary skills to combat the social issue of food wastage through a different lens is powerful because it challenges our ideas of what fine dining should be. Our job is to make people look at things differently so when two unexpected things come together it inspires me. Parcs has positioned itself as a fine dining restaurant that serves untraditional ingredients and has ultimately succeeded in changing my perspective toward cooking with scraps. In advertising, It’s important to look everywhere, to be open to cross-pollinating ideas from different fields, because this is where we have the best shot at originality.”