Sexy Sprouts: Embrace Local Food
When some students at the University of British Columbia wanted more access to local and organic foods, they started a co-op, called Sprouts. Lead by a few dynamic students, including BLAST Cadre member Alice Miro, these young people weren’t satisfied with Sprouts mere existence, they wanted everyone to know about it, and join in.
Alice found local photographer Chloe Lewis and they began discussing what Sprouts ad campaign would look like. They quickly agreed that they were tired of food coops and other “crunchy” enterprises having “crunchy” looking advertising. They wanted ads that were just as slick, savvy, and appealing as any other ad that students ad UBC might be bombarded with. At the same time they wanted to reflect their values in the ads by showing “models” who represented the diversity of students at the university.
Their brain child was a campaign with the tagline “Embrace Local”, featuring the pictures you see above, and a campaign of posters based on them. Photographed against a white sheet using a digital camera, a couple late nights with photoshop, e voila!
