Food Waste Week

YEAR: 2022
CLIENT: IMPERFECT FOODS
LOCATION: SAN FRANCISCO, CALIFORNIA
ROLE: creative director
AGency: cogs & marvel
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CHALLENGE
How do you make food rescue fun? With a giant plinko smoothie game, custom snack bikes, a giant delivery box photobooth, comedic radio ads, and inflatable produce with googly eyes.

Imperfect Foods was looking to do a roadshow event across four cities. The biggest ask: make it sustainable.

THE SOLUTION
With sustainability front and center, we fabricated these activations with biodegradable materials, upcycled parts, and zero on-location waste.

We created a veritable playground of interactive games, media, photo ops, and more, all of which combined entertainment, education, and engagement opportunities for sign-ups. Each piece was modularly designed to go on the road and scale to each venue.

The event in San Francisco was at Spark Social, a food truck park. We worked with vendors to use fruits and vegetables from Imperfect Foods in one dish of their choice, which amplified the brand’s presence throughout the park.

The plinko smoothie board was designed to encourage the audience to interact and play for smoothies. Once the disc landed, the attendee was given an Imperfect Foods buck, which they would then take to a food truck for their awarded smoothie. The board itself was design with sustainability in mind with recycled plastic dowels and a modular design to be easily unassembled to travel to the different cities.

We wanted to put the Imperfect Foods brand front and center. So we worked with scale and took that first touchpoint people have with the Imperfect Foods brand, their grocery shipping box, and turned it into an immersive story. The inside of the box showed the Imperfect Foods journey, from farm to table, showcasing the Imperfect Foods playful and dynamic brand language.