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This project was assigned with the goal of creating a headline-driven ad campaign for Misfits Market – an online subscription service that distributes imperfect fresh produce, which reduces food waste. By doing this, they rescue food that would have been unnecessarily thrown away. Global food waste generates 3.3 billion tons of carbon dioxide annually, making it one of the single biggest contributors to planet-harming emissions.
By concepting on the insight that people are reluctant to give things or people a chance when they are unattractive, I was able to come up with the big idea that giving ugly fruit a shot reduces food waste and does the world some good.
This campaign was created for independent portfolio work, and has been featured on Ads of the World.