City Harvest is a well established name in New York for over 25 years. They were looking to raise awareness, gain food donations and more funding.

You’d think in New York the biggest demand would be for something as trivial as the iPhone, when in fact 300,000 people are going hungry. To them, the greatest gift they could get would be food.

Instead of targeting the everyday person who can’t make such a difference, I decided to go bigger. In my research I found it worth noting that New York has some of the richest people in the world. I targeted the top people who donate with a guerilla piece, raising their attention.

To get the attention of the next big guys - the food donors - I developed a link with google maps where the top donors would be listed first in searches. This promotes City Harvest as well as the donors.

People like you and I can check in to City Harvest donating locations to raise awareness amongst peers and gain a special Foursquare badge.

Integrated Campaign / PSA / One Show