ATLANTA Paprocki & Co. has launched its first campaign since opening here earlier this month, a pro bono effort for the Atlanta Community Food Bank, the shop said.
The independent shop created three print ads for the nonprofit organization that will run in regional publications including Atlanta Homes and Jezebel magazines. The campaign is designed to raise awareness of hunger in Atlanta and North Georgia.
"It's not so much about homeless people picking through dumpsters," said Joe Paprocki, owner and creative director at the shop. "It's more about everyday people in our communities who, for economic reasons, have had to cut nutritional corners in order to get by."
Paprocki opened his shop May 1 after splitting with his partner of seven years, Ron Huey. Together, they operated Huey/Paprocki in Atlanta. Huey also is opening a new shop in Atlanta this summer. The two split the agency's assets and clients when they shuttered operations at the end of April.
Paprocki plans to launch a new print campaign for Northside Hospital, an account he retained after the split, next month. The work will promote the hospital's suburban affiliate in Cherokee County.