CHALLENGE
Forty percent of all the food in the US goes goes uneaten and ends up in the trash. Ramsey/Washington Recycling & Energy, a joint organization of Ramsey and Washington counties in Minnesota, wanted to educate residents—particularly parents of young children—how to buy and use just the food they need to reduce waste in their homes.
INSIGHTS
Throwing away uneaten food wastes all of the resources, like water, transportation fuel, and packaging, that went into getting it from the field to the fridge. Most residents know food waste is bad, but don't know how long food stays good, how to properly store it, or even estimate the right amount to reduce waste.
SOLUTION
Working with a junior art director, I led the development of a campaign concept to make the topic fun and engaging for parents and their children. As a kid, I remember being told not to play with my food—we went the opposite direction. Key messages were paired with custom plates of food built to look like a car, spaceship, fish, and more. Engaging motion ads were delivered via digital display and social channels, while bold, bright static ads in transit, billboard, and other out-of-home placements made the message larger than life.
Creative Direction: Adam Wilbur,
Art Direction + Design: Erin Pascal
Copywriter: Adam Wilbur
Food Styling: Adam Wilbur
Motion Design: Ryan Tate
Photography: Ryan Tate
