The goal of this assignment was to create three print ads for a non-profit organization. I chose to create a campaign for FoodRescue US, which is an organization that "rescues" extra food from donors, such as grocers and restaurants, and brings the food to shelters rather than letting it go to waste. My target audience is middle-upper class men and women who I hope to inspire to get out there and volunteer.
Approach
My big insight for this campaign was that people often associate "rescuing" with animals. I wanted to use the passion many people share for saving animals and shift that perspective onto food. Through this insight, my big idea was to depict food in ways that animals are often rescued to draw a parallel between the two (and add some comedic relief).
Results
The first of the three print ads I created is a photo of a food basket stuck in a tree, being rescued by a fireman--similar to a cat. The second ad is a different food basket being transported by a rescue helicopter. The third ad depicts yet another food basket lost at sea, with a lifesaver in the air to save the basket from drowning.
