To Eat or Not to Eat…
There are an awful lot of causes one can get behind these days. From Save the Whales to Save the Rainforest to Save Ferris, one thing’s for sure, there are things this beautiful planet has gifted us that need preserving. It’s interesting, however, what gets headlines and what doesn’t. For instance: the world’s food supply is dramatically changing, in large part because we’re not taking the necessary steps to preserve varieties of precious fruits and vegetables en lieu of mass production. Take the Cherokee Purple Tomato. You didn’t even know there was such a thing! Turns out it’s an heirloom varietal that’s been around a lot longer than you and I, and it’s on the verge of extinction.
Well there’s an amazing organization out there called Seeds of Change that’s sole mission is to inform and educate people about these amazing ingredients that we’re on the verge of losing forever. Hopefully if we can make the Cherokee Purple Tomato as recognizable as a Giant Panda, it might get some headlines of it’s own.
BBDO SF came to us with a great script drawing these parallels between endangered animals and endangered fruits and vegetables. Together we cast the film with a colorful group of protestors, endangered animals and one very sad chef. We had a blast researching the different kinds of produce to include throughout the film. In the end, all ingredients come together to help us understand what we can do to make the change.
Our lively cast of protestors were a blast to design, and even more fun to animate.
BBDO wanted the protestors to be a truly diverse group of people, so we added all walks of life, from young to old, reserved to the reckless. This freedom gave us an opportunity to explore diversity using different proportions and shapes, giving each character a truly unique personality and giving the spot a very charming tone. We also felt it important to bring the same notion of personality and individuality to the endangered animals. We designed different patterns that are unique to each species, and applied subtle and unexpected physical traits to help give the animals character.
Cultivating Change, One Seed at a Time.
We also had the pleasure of developing the assets for the Seeds of Change website, which included the 3 main navigational icons, “Know It”, “Grow It” and “Eat It”. Within each icon lived a page of useful information that needed our special attention. Given the visual rules we put into place early on with the film, it helped us tremendously to pave the way for the rest of the site, resulting in a cohesive visual language across the entirety of the campaign. Within the “Grow It” section, we were tasked with telling the story of the purple tomato with simple scrollable mechanics – a broad story to tell in such a simplistic way. By creating clever transitions between each scene we were able to pack as much detail as possible into such simple and lightweight functionality.
Other assets created include the question icons in the “Know It” section as well as interchangeable icons that would represent the different recipes you can try for in the “Eat It” section. Giving the film a platform that was a direct extension of the film’s design language elevated both the story and the heart of the message.
Here to Stay
We’re big fans of narrative work, and love to flex that muscle whenever possible. Exploring characters and settings that bring those narratives to life really are some of our favorite pastimes, right up there with Foosball and Prize Fighter.
But the opportunity to flex those muscles and help push awareness of an important cause is even more fulfilling, like a 5 course meal of awesomeness. Let’s hope this new awareness helps spread the word about these amazing varietals of fruits and vegetables, and helps ensure they’re here to stay. After all, what if we lost all of these amazing foods? Life would definitely not be as tasty, that’s for sure.