Yenn Asaase Food Reincarnated
Earned an Honorable Mention in Fast Company’s 2019 World Changing Ideas. This work was also presented to the United Nations in 2018.
Decal wrapped tro tros (public transportation in Ghana)
Getting to Ghana there was a lot of bold advertisements with saturated colors so we wanted to show contrast by showcasing natural and raw elements in the art direction. The font was the first step. We didn’t find one that we like so we made one. Handmade and refined into a type-able font.
Consumers
The consumers create the demand for compost grown produce. This leg of the campaign educated the consumers on how compost grown produce is the best for them.
The campaign directed towards consumers rolled out in 2 part. First rotting fruits and vegetables were show then later a series of beautiful produce were shown in contrast to display the benefits of composting
Market Queens
These women are influencers. They impact what produce sell and what doesn’t. We wanted to equip these leaders with the right tools to distinguish and sell compost grown produce.
Farmers
We wanted to equip farmers with the right resource and information that chemical-free farming has benefits.
The Ask:
Educate the people of Ghana on how the 61% of food waste in their waste can contribute to next years produce.
Challenges:
Understanding & overcoming cultural barriers
Visually explaining how waste is sexy and it is good for all of us.
We had three audiences to face: the consumers, farmers and market queens (the senior market leaders).
13 students & 3 Professors Trying to change the world (slowly).
The team: Madeline Gomez, Justin Hartney, Ben Kitoko, Hannah Lewman, Ryan Lund, Amar Mann, Emily Ost, Anna Rath, Ammas Tanveer, Tim Vandehey