Thinking

Bigger than the Plate

The V&A’s exhibition Bigger than the Plate is filled with thought-provoking installations that bring together the politics and pleasure of food. Taking visitors from compost to plate through a full food cycle, it asks viewers to think about how the choices they make can lead to a more sustainable food future. As an agency that works with a number of FMCG brands, we want to understand more about the sustainability issues facing our clients and explore how advertising has played a role in the changes to modern food production and consumption.

The show is structured in four parts: compost, farming, trading and eating. It explores the work being created by scientists and innovators at every stage of the food cycle, all across the world, in an optimistic, provocative way. The exhibition begins at the end: waste. It ranges from rotting food to excrement, and the inventions trying to curb the wasteful attitude we have to a staggering amount of produce and products. Visitors can touch sunglasses made from bioplastic and leather made from pineapple. They can see mushrooms sprout in a glass cabinet – made from leftover coffee grounds taken from the museum café. Within the overarching aims of practicality and sustainability that these innovations strive for, design is not lost.

 

Subverting the popular opinion that bacteria are a source of harm, they examine how microbes help form us, feed us and protect us. Nevertheless, we squirm as we examine the 5 kinds of cheese that have been harvested from the armpits, toes, belly buttons and nostrils of celebrities. We’re challenged to reconsider those feelings of disgust, exploring how bacteria cross boundaries between our bodies, our environments and our food. Agapakis and Tolaas’s work explores the impact of biotechnology on our lives, examining a slightly more squeamish side to sustainable living.

To end the exhibition, guests circle a huge dining table laid with unusual and unique utensils – novelty plastic cutlery designed to stimulate a deeper range of senses, alongside traditionally crafted ‘Brexitware’ egg cups. Finally, visitors are invited to key their three food preferences (i.e. zero waste, sustainable, affordable) into a computer, whereby a bespoke canapé is prepared.

We left blown away by the 70 contemporary projects brought together by the curators. Not only did we glean a deeper understanding of the often-stomach-churning way our food gets to our plates, but we were also inspired by the creativity and innovation behind the featured projects – each rethinking what food means and the complex role it plays in building a more sustainable future.

We are meant to feel uncomfortable. We are meant to feel accountable

The exhibition moves on to trading and eating. These rooms are more focused on fun, interactivity and aesthetics. By this part of the show, we are no strangers to unusual foods, but Christina Agapakis and Sissel Tolass take things to a new level, culturing cheese from human bacteria to explore our relationship with the microbial world.

Subverting the popular opinion that bacteria are a source of harm, they examine how microbes help form us, feed us and protect us. Nevertheless, we squirm as we examine the 5 kinds of cheese that have been harvested from the armpits, toes, belly buttons and nostrils of celebrities. We’re challenged to reconsider those feelings of disgust, exploring how bacteria cross boundaries between our bodies, our environments and our food. Agapakis and Tolaas’s work explores the impact of biotechnology on our lives, examining a slightly more squeamish side to sustainable living.

To end the exhibition, guests circle a huge dining table laid with unusual and unique utensils – novelty plastic cutlery designed to stimulate a deeper range of senses, alongside traditionally crafted ‘Brexitware’ egg cups. Finally, visitors are invited to key their three food preferences (i.e. zero waste, sustainable, affordable) into a computer, whereby a bespoke canapé is prepared.

We left blown away by the 70 contemporary projects brought together by the curators. Not only did we glean a deeper understanding of the often-stomach-churning way our food gets to our plates, but we were also inspired by the creativity and innovation behind the featured projects – each rethinking what food means and the complex role it plays in building a more sustainable future.

New work

Launching a Christmas charity single for FareShare

News

Revealing a new look

People

Mel Arrow promoted to CSO

Feature (external)

Why agencies need greater ‘bouncebackability’

Thinking (external)

Why the fringe bangs: What Soho can learn from Edinburgh

New client

FREE NOW appoints BMB as global strategic and creative lead

New client

Breast Cancer Now appoints BMB as creative agency

Thinking

What Brands Can Learn from People Who… Put Pineapple on Their Pizzas

Event

Human Series: Made to Persuade

Awards

‘Relax’ for Farrow & Ball awarded at D&AD 2021

New client

Rude Health appoints BMB as creative agency

Thinking

How to be Funny – A Practical Guide for Brands

New client

EcoHydra partners with BMB

New client

BMB support GB Snowsport with the journey to Beijing and beyond

New client

BMB appointed by DMC for global strategy brief

Event

Human Series: LOL-age is Power

New client

Gymbox picks BMB as creative agency

Thinking

Shared values and the cult of the team

New client

BMB appointed to lead rebrand for Wefarm

Feature

Production in the age of Covid-19

Feature

I Heard There Was a Secret Chord

Feature

24/7 at Somerset House

Feature

10 Must-Try Diet Tips for Adland in 2020

New client

BMB appointed as Patak’s UK creative agency

Thinking

Warmth, Competence and the Lessons from the Failure of Brand Corbyn

Feature

Social Sauce 45

New work

A col-ourful response to SNL

New client

BMB named Farrow & Ball’s lead creative partner

Feature

Out of the Lab, Into our Lives

Thinking

Creative Awards in Advertising

Feature

Social Sauce 44

Thinking

The Art of Persuasion

New work

On the Ground at IFA 2019

Event

BMB on Curiosity

Thinking

Bigger than the Plate

Feature

Social Sauce 43

Feature

44 Club Presents: Extinction Rebellion

Feature

Social Sauce 42

We love talking to humans in all kinds of ways. Calls are brilliant (although some of the younger humans find it weird that you’d speak to someone using your actual voice when you could just WhatsApp or slide into their DMs). Everyone loves an email, obvs, particularly our new business human (Sam).

General enquiries:
hello@bmbagency.com

Work with us:
sam.jones@bmbagency.com

Reception:
0207 632 0400

BMB London
The Crane Building 22
Lavington Street
London SE1 0NZ