BASF

Taking a bite out of food waste

Food scarcity is a worldwide problem, yet 40% of all consumer-purchased food gets thrown away each year. This creates both human and environmental problems. To combat this reality, we worked with BASF to develop a multimedia educational campaign, built around an engaging band of ugly produce, to raise awareness of this growing problem and help reduce waste.

Campaign

Video

Design

Animation

Tough Love

Most consumers don’t know that food waste is a problem.

True Love

Creating an emotional connection to wasted food provides a path to change.

In perfect sync with the BASF brand, its mission and its 150th anniversary, we created the “Land of Misfit Food” video to spread the word about food waste, especially among K-12 students, and boost BASF’s corporate citizenship. The overall program also included materials to help people shop, consume and save more smartly.