City Harvest "Apples" | Adweek
Advertisement

City Harvest "Apples"

Advertisement

While we are all stuffing our faces with turkey and pecan pie this week, we should all take a moment to remember the less fortunate--and maybe even lend a helping hand. This timely PSA for City Harvest Food Rescue Organization from DraftFCB in New York calls attention to the massive amounts of food that is wasted each year in New York City alone. Created in collaboration with The Mill, New York, the spot, with live action filmed on an iPhone to mimic a user-gen video, shows a woman on a subway platform talking to her friend behind the lens as they try to get to Times Square. When the train arrives, she is surprised to see the cars packed with green apples instead of people. As the doors open and thousands of apples (created in CGI) tumble out in front of her, the subway conductor details the amount of food that is wasted on a daily basis and the number of city residents who don’t have enough of it. The spot, which captures the action in one take, directs viewers to the organization with a closing shot of a City Harvest poster nearby.--Eleftheria Parpis