Feed Ontario
Feed Ontario is an organization that works with partners and donors to ensure food bank shelves are stocked with non-perishable staples and fresh, healthy foods for communities in need all across the province.
the challenge
Feed Ontario is instrumental in distributing food and support to Food Banks all across Ontario. The problem is most people do not understand how the organization works and the role Feed Ontario plays when it comes to fighting poverty and changing policy. To remedy this, organization launched a marketing campaign to increase awareness of their brand and message.
I had the opportunity to work with Chris Robertson, Marketing Consultant, to create a cohesive series of long form animated explainer videos, along with short form animation for Instagram Reels, Snapchat Stories and FaceBook Ads.
The goal of the video series:
To increase brand awareness and recognition by sharing Feed Ontario's mission, brand and message through engaging and eye catching videos
the Process
To begin the project, we pitched and designed the video style, including backgrounds and characters.
From there, we transitioned into scriptwriting and then storyboards which is always the most collaborative and often requires additional patience on all sides. Creating a successful script requires careful word choice and strong story.
Chris and I worked closely with the Feed Ontario Communications team to ensure the messaging was accurate. We also worked with our pro scriptwriter, Harry Tournemille, to wordsmith our scripts so they were direct and effective.
The Feed Ontario team was a true delight to work with throughout the process and we managed to get through all scripts and storyboards without too much hassle or delay.
Storyboard example - Video 1
In regards to art direction, we chose a limited colour palette of blue, grey, white and pops of yellow, along with a 2D vector character and environment design.
Another step we took to keep this video series cohesive, was to create an animated logo reveal.
After gathering ideas from the team and exploring several options, I worked with Mark Underdown, our superstar sound designer, to bring together a sonic and visual identity for Feed Ontario Video brand.
You will see this identity at the end of every video and it's a great brand asset to use across all social media platforms.
the solution
Altogether we created 4 brand explainer videos along with 6 short ads for Facebook, Instagram and Snapchat
Check out the selection below to see a sample of the long form videos and the shorter ad formats
And here some final frame designs
the RESULT
The final ads and videos were received positively. The clients were delighted by the results and all videos are currently showcased on their website, circulating social media platforms, and shared in emails and communications.
They were so thrilled with the outcome they booked us to do a fourth video focused on Corporate Donations! We are so proud to have been a part of this campaign.