OzHarvest + United Nations launches ‘Feeding the 5000’ event in Sydney – campaign via Frost*

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Frost_OzHarvest Feed 1.jpgFrost* has created a campaign to promote OzHarvest’s new ‘Feeding the 5000’ event. The giant free hot lunch at Sydney’s Martin Place today, is part of a global initiative in partnership with the United Nations Environment Program.

 

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.

Frost_OzHarvest Feed 2.jpgAll 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 Frost_OzHarvest Feed 3.jpgingredients saved from farms, manufacturers, retailers and wholesalers, which would otherwise have been wasted.

 

Sydney based Frost* have designed 30 different posters showing the photographs of non-uniform produce, supported with amusing phrases and sayings, often utilising puns or Frost_OzHarvest Feed 4.jpga 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, earlier this year.

 

Frost_OzHarvest Feed 5.jpgFeeding the 5000 events will take place all over the world including Paris, Amsterdam, New York – having originated in London and created by UK food waste identity Tristram Stuart, with OzHarvest’s founder and CEO, Ronni Kahn, responsible for bringing it to life in Australia.

 

Says Kahn: “Food waste, in terms of Frost_OzHarvest Feed 6.jpgboth the environmental impact and the equitable distribution of food resources, is a huge global issue. We waste over four million tonnes of food in Australia each year and this event aims to highlight the problem and show ways in which it can be overcome.”

 

Vince Frost, founder and executive creative director of Frost_OzHarvest Feed 7.jpgFrost*, said he was delighted to lend his agency’s award-winning creative might to the cause.

 

Says Frost: “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”.

 

OzHarvest’s Feeding the 5000 event commences at 12 noon today at Martin place in Sydney’s CBD and all are invited to attend.

 

Work previously created by Frost* for OzHarvest, including the identity and recent annual report, has received numerous awards locally and internationally, from organisations such as the Art Directors Club, D&AD, Applied Arts and For Print Only.

 

Client: OzHarvest

Creative Agency: Frost*

Executive Creative Director: Vince Frost

Creative Director: Ant Donovan

Senior Designer: Cat Van Der Werff

Account Manager: Angela Moscoso

Photography: Uli Westphal