“This was an excellent example of implementing AI in a marketing campaign. City Harvest delivered valuable results for the client through a well thought out strategy and strong understanding of the target audience. Extremely impressive work!”
Judges Comments
The Food Report Campaign
The goal of the Food Report was to drill down into the Value of Food redistribution to the food industry, putting it in fiscal terms and the affects to a business’s bottom line.
The cover art & associated AR, AI & 3D amination art installation, ‘The Beauty of Food Redistribution’, aimed to convey the beautiful social return on investment (SROI) as a result of redistributing food, and create an interactive and almost immersive experience of the same data sets. We wanted to stimulate an audience beyond the food industry, capturing people’s attention and creating intrigue.
The Food Report art aimed to provide a unique and unprecedented approach, integrating art with data to show the beauty of City Harvest’s social impact. We wanted to instantly show the value of partnering with a food redistribution charity and create a talking point for stakeholders as well as people unaware of the charity.
The Food Report is one of three reports which look at the value of food redistribution to Food, People and Planet. Each area of impact is represented throughout the year in its own report. Using City Harvest’s SROI data, provided by Bain & Co., the report and artwork convey the value of social impact – that partnering with a food charity provides.
Working with Yanis Georges we created equally engaging report cover artwork to be part of a roaming exhibition, ‘The Beauty of Food Redistribution’. The reports are based on City Harvest data and SROI. Yanis Georges worked with creative director, Fiona Hollis, using the Bain & Co. data, created something that conveyed the beauty of what we do every month in a cyclical loop. By using the data sets we reinforce our core message and USP that data is at the heart if what we do, and what we do is beautiful.
The exhibition is designed to be modular, and can ‘roam’ between stakeholder buildings, lobbies and events spaces in order to create wider interest and provide talking points about the charity and it’s impact. The art attracts people who may not be instantly interested in food distribution, and the accompanying banners and QR codes allow people to find out more about the art and the report.
The artwork and installation provide an immersive element to suppers and events where the artist and the CEO are able to talk about the Food Report and the beauty of what the charity does.
Title
Best Use of AI in a Content Campaign
Title
Title
Title
UK Content Awards 2024 WINNER: Best Use of AI in a Content Campaign
This is the first report of its kind, bringing data to life using: AI – Augmented Reality Technology – 3D particle animation.
The creation of a physical installation exhibition brings the report to life, and subsequent reports now use the same technology.
Readers of the physical report are invited to use the Artivive App and hold their phone over the Food Report cover to watch and listen as every City Harvest ‘green thread’ creates a yellow ‘food delivery’ and an immediate pink ripple effect on ‘people’.
The Food Report cover artwork, ‘The Harmonious Rhythm of Generosity’ illustrates the positive ripple effect of City Harvest’s services on society. Yanis George’s mesmerising 3D animation and AI artwork represent City Harvest’s network.
This unique partnership combines art and activism, creating a piece emblematic of Yanis Georges’ distinctive style. ‘The Beauty of Food Redistribution’ includes a series of artworks created using 3D Particle Systems, Data, Augmented Reality (AR), AI technology and photography. The interactive approach uses AR technology to allow visitors to see the still artwork in animated form, bringing to life how sustainable collaboration can lead to significant social and environmental benefits.
This beautifully animated cycle represents City Harvest‘s monthly impact. Yanis’s work – like ours, is beautifully relentless.”
'The Beauty of Food Redistribution'
‘The Beauty of Food Redistribution’ is a roaming exhibition that can be hosted in any venue & provides a unique way to interact with the impact of our charity’s work via AR Augmented Reality & AI.
