World Central Kitchen

World Central Kitchen is a non-profit that is first to the frontlines, providing meals in response to humanitarian, climate, and community crises. I determined creative strategy and designed ads for World Central Kitchen as a creative director at Rising Tide Interactive.

FACEBOOK ADS

Ads created for the Facebook newsfeed for World Central Kitchen on behalf of Rising Tide Interactive in 2023. 

Notes on Creative Strategy

For this set of ads, I designed several graphics to mimic the popular look of organically reposted screenshots (where someone takes a screenshot of a post from a social site like Twitter and posts it to their feed on Facebook). In my work at RTI, we found that when creative looks native to the platform it’s on, people are more likely to respond to the content it’s presenting them.

For some others in this set, I balanced a conservative use of the World Central Kitchen brand’s bold color palette with large photographs to achieve an editorial/newslike feel. The thinking behind this approach is that they will feel modern & natural on a Facebook feed – like something a news outlet may post – while also being mindful of the serious nature of the content.

It’s important for creative for this organization to inspire hope and action while also being respectful of the the crises we’re activating around.