The agency was briefed to create an outdoor campaign to promote Feeding the 5000 and the central messages about saving food and producing less waste, which are at the heart of the event. With the rejection of 'imperfect' fruit and vegetables by major supermarkets and consumers a significant contributor to food waste across the western world, Frost* sourced photographs of 'non-standard' produce, created by German artist Uli Westphal for his 'Mutato' project, to illustrate the campaign. Westphal donated the use of his images for this initiative.
All food provided free to the public at today's lunch, which aims to feed 5000 people, has been prepared at hotel kitchens and restaurants, with the help of more than 30 well known chefs and will be served by volunteers and a number of celebrity supporters on environmentally friendly plates. The dishes will be made using still-fresh ingredients saved from farms, manufacturers, retailers and wholesalers, which would otherwise have been wasted.
Frost* designed 30 different posters showing the photographs of non-uniform produce, supported with amusing phrases and sayings, often utilizing puns or a play on words, which reference the hero image. City flags, banners and promotional event collateral have also been created to promote the event today. The work involves the identity and brand look and feel Frost* developed for OzHarvest, a food-rescue charity which the agency holds as it's pro-bono client.
Vince Frost, founder and Executive Creative Director of Frost*, said he was delighted to lend his agency's award-winning creative might to the cause.
"When you work with a client pro-bono, it has to be because you are absolutely and passionately aligned with what they are about and what they do. The work OzHarvest does is vital and being involved with an event as important as Feeding the 5000 was really inspirational for me and for my team. This is the kind of project that truly allows us to use design to help change the world for the better."