As food becomes cheaper and available all year round, we tend to take it for grated and buy more of it. The problem is that, as a result, we also waste a great deal too.
Matthew Atkatz, Executive creative director at SapientNitro, the agency that developed the ad said; “We chose to tell the story of a piece of fruit to try and make people relate ahe agency that developed the adt an emotional level rather than purely an intellectual one. We imagined a fantasy like a kids animated film, but told in real life from the food’s point of view.”
According to Fast Company
The ad is part of a larger campaign called Save the Food, made with the Natural Resources Defense Council, which studies the environmental impacts of food waste. An uneaten strawberry, for example, wastes water, fertilizer, and fuel; globally, if food waste was a country, it would have the largest carbon footprint in the world after the U.S. and China. 40% of all food grown in the U.S. is trashed. “Consumers are actually the largest source of food waste, so creating awareness around wasting less food is a way to target that directly,” says Dana Gunders, senior scientist at NRDC.
The film makes an effective point, utilizing cinematic techniques to strengthen and relay its message. It would serve as a great tool to make people more aware of the work that goes into growing, transporting and selling fresh produce and why consumers should be more mindful of how and when they purchase. Buying locally from organic farmers markets or co-operatives will have a lower environmental impact than buying imported fruits and vegetables. Additionally, it is important to buy foods that are in season, ensuring that a natural cycle is adhered to.