Google Arts & Culture and the Royal Academy of Gastronomy have presented “Spain: Open Kitchen”, the first online exhibition that Google has launched on the gastronomy of a country. 2btube was in charge of the production of the two main videos of the campaign, in addition to providing the company with the digital talents necessary for this project.
2btube has carried out comprehensive management: creativity, script, production and choice of influencers who accompany the protagonists: Ferran Adrià and Samantha Vallejo-Nágera. The chef and the cook have joined the youtubers Kikillo, Jaime Altozano, Ter, KAOS and QuantumFracture, with the aim of reaching a young digital audience accustomed to consuming content on different digital platforms and social networks.
HOW TO INNOVATE LIKE FERRAN Adrià
“Creative challenge with Ferran Adrià” is a format that encourages innovation and creativity thanks to the participation of Ferrán Adrià, the Columbus of gastronomy, and four invited talents who have revolutionized the world of YouTube with their ingenious way of communicating.
The objective is to change the viewer’s approach when looking at things, making them look for and create new connections between objects and their uses, which can be changed. An example of this is Ferran who, during his professional career, has acquired knowledge of different fields such as design, technology, science, etc. To bring it to the world of gastronomy and innovate by creating new dishes, giving different uses to objects or discovering new experiences. The presence of talents serves as a recent creative example in which they use means other than traditional ones to impart knowledge and culture in a fun, enjoyable and entertaining way.
DECODING RECIPES WITH SAMANTHA VALLEJO
The initial idea was to create a format capable of combining the past and the future of Spanish gastronomy through relevant content for digital audiences. This union has been explained through a “Cultural Recipes” in which the Masterchef judge Samantha Vallejo-Nágera -accompanied by one of our digital talents: Kikillo– tries to obtain all the necessary elements to recreate the original traditional recipes of the 3 best-known dishes of Spanish cuisine: potato omelet, croquettes and paella.
A walk through the market and the preparation of the recipes in the traditional way, together with historical and cultural details of the dishes, achieve the initial objective of the campaign: to unite tradition and modernity through information, experiences, talks and action between the two protagonists because, in the words of Google, “behind every recipe there is a story”.
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