First Edition has been operating as one of Canary Wharf’s finest independent restaurants for 15 years. First Edition wanted a campaign to celebrate this anniversary and raise its profile among its target audience: working professionals within the wharf. A poster/outdoor campaign was designed to pique interest. On first observation the posters looked like ads for first editions of classic books. However they have been cleverly adapted to include illustrations of the restaurant and the restaurateur’s name as the author’s name.
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