INSIGHT
People don’t have empathy for inanimate objects.
BIG IDEA
Frame each piece of produce as a life in need of saving.
VIDEO
Our 30-second spot evokes sympathy from viewers by mirroring a typical ASPCA adoption ad.
Art Direction & Copywriting: Mina Gurkan and Emma Michelson
Accompanying print ads to raise public awareness about produce prejudice.
OUTDOOR
Ads placed on billboards right next to popular chain supermarkets that rejected the misfit produce from being sold at their stores.
We also staged protests outside of the supermarkets to align with our cause and gain media attention.
DIGITAL
We revamped the Misfits Market website, transforming the experience from a regular shopping page to an adoption page.
We humanized each fruit and veggie by giving them names and troubled backstories.