Case study
OzHarvest
Fight Food Waste
A campaign message and identity were needed in the wake of Dan Goldberg’s “Food Fighter” documentary on OzHarvest founder, Ronni Kahn. On seeing the film, what might people do next? A clear call-to-action, related to, and distinct from, the OzHarvest identity.
The task
Wasting food is something of a hidden ‘crime’. We do it at home. Nobody sees us do it. It pervades. Swept under the bin lid. We wanted to bring home the ‘ugly truth’ of it: wasted, rotten food. Face it. Make it visible. Stop the behaviour that leads to it.
My responsibilities
Creative concept
Copywriting
Artwork development
Credits
Creative Director: Graham Barton
Awards
Waste costs
Wasting food is something of a hidden ‘crime’. We do it at home. Nobody sees us do it. It pervades. It’s swept under the bin lid.
We continued playing with our food-related language to create a pantry full of support messages to further catch the ear and eye.
Food fighters
The campaign was shown around Australia and supported Ronnie on her tour of the documentary.
