KiwiHarvest: Fill the Hunger Hole

In a country where one in four Kiwi kids face food insecurity, the mission of KiwiHarvest to rescue surplus food and distribute it to those in need is both vital and urgent. For their 'Fill the Hunger Hole' fundraising campaign, we wanted to bring the issue of hunger to life in a powerful and emotionally resonant way, creating not just awareness, but a compelling campaign.
The idea was simple yet striking, show the hole where hunger comes from. This concept formed the heart of the campaign, visualised through creative formats that literally and metaphorically reflected the void of hunger.

We used clever, impactful design and media executions to ensure that the imagery of the ‘hunger hole’ wasn’t just a concept, but something you could see and feel.

See-through street posters, newspaper ads, and adshels allowed viewers to literally peer through a hole, symbolising the absence caused by hunger.

With the streetposters, we were able to show ads through the holes, that pedestrians would normally spend $5 on. Like a bus fare, food shop, or retail sale.

This campaign wasn't just about showing a problem, it was about giving the audience a visceral experience of it. By allowing people to ‘see through’ the hole, we created a stark contrast between the visual gap and the idea of KiwiHarvest filling that void with food and support.

The result was a highly memorable and impactful campaign, propelling KiwiHarvest to its largest donation drive to date, ultimately helping to fill the plates of families across New Zealand with food, hope, and love. Plus got the campaign on primetime news, to help drive donations.

This campaign succeeded not only in raising awareness but in mobilising the nation to act, proving that with creativity, we can make a tangible difference in the fight against hunger.