The 'Go Organic' series by Vanessa Heckman above is a series of print posters meant to make viewers hyperaware of the chemicals that exist in non-organic food. The series of three ads features broccoli, bread and red meat; each food's accompanying caption includes the name of a specific chemical that can be found in it.
From pesticides in broccoli to bleach in white bread, the 'Go Organic' series by Vanessa Heckman definitely makes you think.
Chemical-Centric Campaigns
'Go Organic' Series by Vanessa Heckman Focuses on Food Warning Labels
Trend Themes
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Chemical-free Movement — As more consumers become aware of the negative effects of chemicals in their food, there is an opportunity for disruptive innovation in the development of natural and organic alternatives.
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Educational Advertising — There is potential for brands to create educational campaigns that inform consumers about the chemicals and additives in their food and how they affect their health.
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Visual Communication — With the rise of social media, there is an opportunity for brands to use visually impactful and shareable content, like Heckman's 'Go Organic' series, to promote their message.
Industry Implications
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Organic Food — As consumers become more health-conscious and aware of the negative effects of chemicals in their food, the organic food industry has the potential to grow and disrupt the traditional food industry.
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Advertising — As brands shift towards educational and socially conscious advertising, there is an opportunity for innovation in how advertising messages are communicated and delivered.
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Health and Wellness — Consumer interest in health and wellness will continue to grow, driving innovation in natural and organic food products and the development of educational resources focused on the benefits of a healthy lifestyle.