City Harvest

In a city overflowing with charitable causes, our challenge was clear: make City Harvest stand out—not just as another nonprofit, but as New York’s own. This organization rescues unused food and delivers it to families struggling to put meals on the table. Our mission was to connect that purpose with the pride and grit of New Yorkers.

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For our first campaign we tapped into hometown pride and familiar faces. With help from iconic local celebrities, it was built around a simple, powerful image: a “Will Work for Food” sign. This became the organization’s visual identity, appearing across posters, in print, on digital channels, and non-traditional placements throughout the city.

 

Our next campaign focused on appealing to individual New Yorkers, and around City Harvest’s unsung heroes—the City Harvest trucks they see driving around town. Through striking photography, real data and storytelling, we elevated these vehicles to icons of efficiency and compassion, much like car ads, but with a deeper purpose. The efficiency of their fleet and execution of their mission took center stage. Aimed at corporate donors, this campaign showcased the power behind every delivery.​

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We didn’t stop there. We created hard-hitting creative focused on saving food—and saving children, who make up a large portion of the city’s hungry. To deepen the emotional connection, we produced a documentary that became a centerpiece for donor meetings, events, and online engagement.

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The result? A brand that didn’t just ask for support—it inspired it. City Harvest became more than a charity. It became a movement rooted in the soul of New York.