Calvin Lyte // Creative Director
Invesco
Recipe for Innovaation
The Challenge: For 25 years, the Invesco QQQ ETF has provided access to 100 of the world’s most innovative stocks. Yet, 47% of high-net worth investors were unaware of its existence and its groundbreaking ingredients.
The Solution: What better way to educate about the ingredients in an ETF than a proven format for ingredients...the cooking show. And who better to do it, than the world’s greatest chefs. ETF education through the universal language of food.
The Campaign: Introducing Recipe for Innovation, an eleven-part culinary film series featuring world-renowned chefs who crafted original dishes inspired by the companies within the Invesco QQQ ETF. To support the series, we launched an integrated campaign featuring hundreds of pieces of content, amplified across print, CTV, digital, and social media channels. The campaign culminated in a groundbreaking activation at the NYC Wine & Food Festival, and Southbeach Wine & Food Festival, featuring the first-ever Chef Kwame Onwuachi hologram and an AI-powered recipe generator.
Chefs featured: Marcus Samuelsson, Kwame Onwuachi, Claudette Zepeda, Kristen Kish, Jean-Georges, Jose Andres, Tom Colicchio, Nick DiGiovanni, Nyesha Arrington, Ayesha Nurdjaja & Esther Choi.
Recognition: AD Age | Shorty Awards: Bronze | FCS Portfolio Award: Best in Show
Executive Creative Director & Concept: Andrew Miller
Creative Director: Calvin Lyte
Art Director: Emily Galvelis
Copywriter: Nicole Beraud
Strategy: Leslie Walsh, Mark Himmelsbach
Executive Producer: Tripp Swanhaus, Mike Weise
Director: Andrew Ellemaker
Post: Jonathan Dee
Photography: Johnny Miller, Luc Decker, Jonathan Dee
See more & download the recipes at tasteQQQ.com.
