City of Madison
Food Waste Campaign

Concept & Campaign Design | Social Media | Bus Ad | Printing

The Challenge

The City of Madison was chosen to be a part of the NRDC midwest cohort. Their task was to create a city-wide awareness campaign regarding an environmental cause. Madison chose the issue of Food Waste. 


We wanted to create a campaign that would appeal to a wide range of audiences, and still be fun, informative, and specific to Madison. 

The Solution

We knew we wanted a poster series targeting the different components of the campaign. When the team told us the four steps of reducing food waste, Plan, Use, Create, Compost, we knew that was our series.

We created a unique character for each poster and put them in action. We then worked with local artist and collective member, Araceli Zuniga, to create magical backgrounds to bring the worlds to life. The backgrounds also acted as a way to tie each character specifically to Madison.