Gastromiun · MUPIs

Gastromiun2025

Convincing a kid that cooking is a career.

Gastromiun is the Cámara de Comercio de Sevilla's International School of Hospitality, Gastronomy and Nutrition. It opened in 2021 to train the people who will keep the sector standing, at a time when the Cámara itself admits how hard it is to find and keep hospitality professionals. So its problem is not explaining the syllabus: it is getting a young person torn between cooking and something else to see a career there. With that in mind we designed two MUPI street poster campaigns with art direction and AI support. The first swaps heads for a tomato, sushi and a bottle of wine. The second puts toy food in a real kitchen: training is not just a game.

The brief

Gastromiun is an international school of hospitality, gastronomy and nutrition based in Seville. It offers a master's programme, expert courses and higher vocational diplomas, and wanted to attract young students. A training poster listing qualifications does not get read in passing. The brief was outdoor advertising in mupi format. We needed ideas that worked at a glance, with nothing to explain. We decided on two campaigns with a different tone but the same rule. A strange image, a short headline, a QR code and the web address printed alongside.

Out of your head

The first campaign starts from the headline "If you can't get it out of your head...". Each poster shows someone with a piece of food for a head. A tomato with a mane of leaves, sushi and a bottle of wine. The heads were produced with AI support over the photograph of the body. Each poster has a single background colour with a soft gradient: orange, green or pink. That colour acts as the signature of the series and tints the QR code too. They share the logo with the egg, a headline in heavy capitals and the course offer. Two bands close the poster with grants, work placements, enrolment, the website and the logos of Cámara Sevilla and its campus.

Toy food

The second campaign shifts register entirely. The headline is "Your training is not just a game" and the image puts toys where the food would be. A chef in black gloves seasons a toy steak on a chopping board. A hand holds a pink toy frying pan with a fake fried egg over a hob. The kitchen is real and the food is a toy: that clash tells the idea at a glance. Over the photograph sit the logo and web address at the top, the headline in the centre and a white QR code at the bottom. A line beneath the headline names the international school of hospitality, gastronomy and nutrition.

System and delivery

The two campaigns read as one brand even though they look nothing alike. Three constants make that happen: the logo with the egg, a headline in heavy capitals and a clearly visible QR code. The logo changes composition from one series to the other. In the heads series the egg sits to the right of the name; in the toy series it sits above, with the web address below. The three head posters were prepared as paper mupis. The second campaign is presented mocked up on a digital mupi in a shopping centre and on a street mupi. From Hüan, our design and web branch, we handled art direction, AI imagery and the layout of every piece.

Worth a closer look