OpenIDEO is an open innovation platform. Join our global community to solve big challenges for social good. Sign up, Login or Learn more

Disruptive Advertising

Advertising creates a vital impact on our buying habits (with or without us knowing.) It's time to change it.

Photo of Akhil
1 1

Written by

Globally, about 1.6bn tons of food is wasted. About 1/5th of it is dumped for not conforming to industry standard of perfection. Ugly looking produce (blemished and funny looking) are regularly abandoned in the field to save the expense of labour involved in harvest. Also Shoppers fixate on visually appealing food instead of nutritional value of the food.

To get consumers' attention we need to take advantage of the advertisement industry – an efficient way to communicate the urgent message – imperfect fruits and veggies are perfectly fine to eat, and that it’s good for our planet. Because the current advertisement sector is promoting food in a blemish-free and perfect way, we need to focus on a disruptive advertisement approach. To reach a broad audience and to change their perception of perfect looking veggies that are not the only ones that are healthy and nutritious, but to show the great opportunity of using scarred veggies and its positive impact for the future. That’s why this approach tries to change the norms in advertising by using food which is regularly deemed as ugly, instead of glamorous looking ‘dolled-up’ food in TVCs and Magazine adverts. This project would collaborate with brands and create 360 degree campaigns. Additionally, we tend to design workshops, excursions etc. to show consumers how and where food is grown, so as to connect them to the source – a sophisticated approach to change consumers minds.

What early, lightweight experiment might you try out in your own community to find out if the idea will meet your expectations?

Will do some market research to understand why the people around us are fascinated with shiny and beautiful looking foods.

What skills, input or guidance from the OpenIDEO community would be most helpful in building out or refining your idea?

OpenIDEO community to gain networking influence to attract more people to pay attention towards our idea.

Tell us about your work experience:

Our team has a mixed background in Graphic Design, Project Management, Strategy and Organisation Management and Design and Merchandising. Currently, are all enrolled in Parsons School of Design's MS in Strategic Design and Management Program.

This idea emerged from

  • A student collaboration

How far along is your idea?

  • It’s just been created! It’s existed for 1 day - 1 month

1 comment

Join the conversation:

Photo of Kate Rushton

Thank you for sharing your ideas, Akhil. When I read this I thought of the Dove campaigns.