City Harvest’s annual Skip Lunch Fight Hunger campaign encourages New Yorkers to donate their lunch money to fight childhood hunger. After 10 years, the campaign needed an update that would both make it feel fresh and maintain its recognition. The “Power Lunch” concept redefined the familiar brown paper bag from previous years by appealing to the ambitious and competitive nature of the campaign’s audiences. I created various print and digital materials that appeared online and across the city, with placements in The New York Times, The Wall Street Journal, New York Magazine, and more. 2015 was Skip Lunch Fight Hunger’s most successful year to date, raising over $1 million.
Created for City Harvest at Big Duck
Creative Director: Dan Gunderman
Copywriter: Rebecca Goldsmith
