Food Deserts

Digital Campaign

Creative Brief

Who (Audience)

NYC residents of voting age who are civic-minded. They value fairness, equality, and social responsibility. They support a variety of causes that are in line with their values

Concept

Anamorphize bodega cat tells us what a food desert is and about a city-wide initiative to make bodegas stock fresh fruits and vegetables in stores. Also, cats are the most shared content on social media and are becoming a trend

What (Problem)

What’s a food desert?

What (Solution)

Wow, I didn’t know food deserts were such a problem in my city. I’m going to call my local representative and ask them to support the new fresh food initiative

Insight

There’s a lack of awareness around the issue of food deserts and how to combat them

Storyboard

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Establishing scenes of a typical dusty bodega in the Bronx

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Jimmy walks into the frame on a countertop,

sits and begins talking to the camera

Jimmy: “Hey I’m Jimmy. I’ve been at this corner bodega for the past 30 years -- caaaaaat years-- and every day I see the same thing. People buying chips, ding dongs, and sodas. But now I’ve seen that it doesn’t have to be this way….”

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Flashback *wavy video transition*

Sound effect - Bolooloo Bolooloo~

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VO Jimmy: "We see a cat paw scrolling on Meowgram, stops on Beverly in a bodega, *cat paw double taps

Jimmy: “The other day I see my girl Beverly’s pic on Meowgram and she looked so good”

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OTS Jimmy holding phone Cats facetiming

Jimmy: “So I call her up to say ‘purrrrrrr’” *Cat paw dialing numbers*

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We see Beverly on a screen she is in the in what looks like a produce department at a whole foods

Jimmy: “Heeeeey Bev. How you doin girl. What’s new in the Twin City?”

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Beverly: “Well, here in Minneapolis we decided to get serious about combating food deserts. That’s where neighborhoods don’t have access to affordable fresh foods. They recently passed an ordinance to have fresh food in all convenience stores. Now my fur is silky, I’ve lost weight, and I have never felt better”

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Cut back to present time *wavy video transition*

Sound effects - Bolooloo Bolooloo~

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Jimmy now dressed as an organizer with a picket

sign and a megaphone

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Jimmy: “So I decided we should do the same thing in NYC. I’m organizing my bodega brothers and sisters to pass a fresh food initiative right here in the Big Apple so sign our petition to ensure that every New Yorker has access to fresh foods”

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(Jimmy thumbs up) use the hashtags

#jimmythebodegacat

#Freshfoodforall to get in on the discussion”