Harvesters - Feastival
Harvesters - A Community Food Network serving the Kansas City metro, reached out for help in branding its two-day fundraising event. We delivered a look and feel along with a strategic approach that helped sell out the event while nudging patrons to increase donations throughout the gala.
Copywriter: Me | Art Director: Micah Barta
Awards
Gold | Public Service Integrated Media Campaign | Kansas City Advertising Awards
Judge’s Choice | District 9 Advertising Awards
Gold | Special Event Campaign | The Philly Awards
Silver | Campaign - Non-Profit | Anthem Awards
Pre-event work that paid off
With that mental exhaustion that everyone had coming off of COVID in mind, we decided to take a new approach. Our idea was rooted in the human insight that adding a bit of fun to enlighten people on a serious issue makes it more digestible and harder to ignore. Tickets began to sell out quickly, and email open rates rose by 15% for this event compared to their normal.
The Event
My art director partner and I had a lot of passion for this project, and we went way past just branding the event. Putting a lot of thought and intention into designing triggers throughout the event, we increased donations and got patrons to take action. We added QR codes on the back of masks allowing for discreet donations. This took the pressure off of donors to pledge huge amounts and instead encouraged attendees to donate what they could. Another way we uped the donations was with an audio cue of the beasts growling over the speakers that prompted patrons to repeatedly open their wallets throughout the event. These worked exceptionally well, with the audio triggers increasing donations moments after they were played.