Julian Alexander
Creative Strategist at Digital360
Creative Strategist at Digital360

S.H.I.T. Food

About the project

Surviving Hazardous Industry Tainted (S.H.I.T.) Food is a campaign designed to educate young adults of the potential health risks of modern-day processed food consumption. The campaign is designed with graphic photography, bold colours, and hard-hitting typographic styling to dramatise this growing issue. The campaign material includes a 58 page graphic book, with tear-outs and stickers, and a poster series.

Involvement

Creative strategy
graphic design
photography

Outcome

Branding and identity
print and publications
campaign design

Provocative posters

The campaign posters' objective is to create a feeling of shock, by drawing comparisons of everyday food to harmful substances such as illicit drugs or overdosed medications. The consistent labelling of "S.H.I.T. FOOD" stamped onto these subjects conveys a message of 'danger' to alert the viewer of this concern. The dark poem in the corner of each poster draws attention to these 'silent killers', further emphasising the enigmatic nature of this issue.

The book

The S.H.I.T. Food book paints a picture of the modern-day food landscape. It highlights the trends and direction food production is taking, and provides 19 specific examples where these practices could pose as health risks to the consumer. The book includes tear-out page guides to use at the grocery store when making fruit and vegetable decisions, as well a set of stickers to help raise awareness. The book's design uses consistent graphic photography and visual style to match the campaign branding.

The process

To produce an opinionated and controversial campaign such as this, comprehensive research was critical. The campaign references over 15 sources from books, videos and online.

These findings had to be structured into a small handbook, with a smooth narrative and engaging content throughout. Categorisation of content was another challenge, to ensure each section presented a consistent educational experience.

The food photography step also required significant planning and conceptual development. From finding visually impactful subject comparisons (including lab equipment and medical pills) to staging it to photograph hard-hitting visuals, this step was an enjoyable, but immersive challenge. The photography ultimately gave the campaign its impact.