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.