V&A Museum of Childhood "Edible exhibition" by AMV BBDO

The V&A Museum of Childhood encouraged kids to play with their food in the world's first interactive edible exhibition.

Made entirely from fruit and vegetables, the culinary exhibit aimed to tackle fussy eating and get more kids trying healthy food. More than 100 children got the chance to invent their ultimate food fantasies at a free workshop. Six winning designs were then selected and turned into delicious reality with the help of food design company Bompas & Parr – from glow in the dark ice cream made from carrots to edible bubbles created from broccoli and cucumber. Illustrator Rob Flowers, represented by Blink Art, helped bring the exhibit to life with posters and invitations that were also entirely edible. The work was created by Neil Clarke and Jay Phillips at Abbott Mead Vickers BBDO.