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Cut The Crap

Cut one sugary item for one month; Small change, large impact. Cut the Crap is a transdisciplinary campaign to reduce sugar intake amongst New Zealand youth. The core aim of the Campaign is to raise awareness of hidden sugars in 'healthy' foods in a way that will appeal to youth, and encourage them to make healthier choices in the future. This project was created in collaboration with Emily Fawkner and Tyree Gunn

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 The tone and aesthetic of the campaign is bold and humorous in order to communicate and empower the audience

The tone and aesthetic of the campaign is bold and humorous in order to communicate and empower the audience

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 We used vibrant, bold colours and crisp studio lighting and relatable personas to appeal to the millennial audience

We used vibrant, bold colours and crisp studio lighting and relatable personas to appeal to the millennial audience

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