Concept
Role: Art Director
Problem: Food waste is at the root of multiple problems: hunger, climate change, and sustainability. Young Urban Millennials are the epitome of social and environmental consciousness, but question the effectiveness of their actions. Their perception of food waste struggles to go beyond combating the immediate issue of hunger, so we need to show them there’s much more at stake.
Insight: Millennials feel like solving food waste is only about helping those in need, but in reality it’s helping secure everyone’s future, including their own.
Idea: With Best Before, we’re showing how letting food expire is like leaving the Earth to expire as well. By reducing food waste, we combat greenhouse gasses and foster a more sustainable environment. This idea can translate across multiple executions by featuring comforting human moments and picturesque landscapes cling-wrapped and stamped to expire.
Credits
Copywriter: Ryan Spooner
