Client
Oz Harvest
Oz Harvest is Australia's leading food rescue organisation, collecting quality surplus food and delivering it to people in need. Founded in 2004, the organisation has rescued over 200 million meals across Australia. Beyond its food rescue operations, OzHarvest has consistently produced some of the country's most culturally resonant cause campaigns, work that moves food waste from a logistics conversation into the mainstream. The 'Wasting Food Is Worse Than' campaign, developed with R/GA Sydney, was among the most ambitious: a provocation designed to shift how Australians think about what they throw away.
+ PROJECT OVERVIEW
Digital and out-of-home design for Oz Harvest's 'Wasting Food Is Worse Than' climate awareness campaign at R/GA Sydney. The campaign used provocation rather than guilt as its primary mechanism, comparing the environmental impact of food waste to behaviours widely understood to be harmful. The creative challenge was finding a visual language that matched the campaign's confidence without tipping into sensationalism.
The brief demanded assets that could carry a strong argument clearly at every scale, from a mobile screen to a roadside billboard, without losing the sharpness that made the campaign work. A cause campaign that looks like a cause campaign fails. This one needed to look like culture.
+ WHAT WE DELIVERED
Digital and out-of-home campaign assets for the 'Wasting Food Is Worse Than' awareness campaign. A cohesive visual system applied across digital, social and large-format out-of-home formats. Editorial imagery developed for digital and social distribution. Assets designed to carry the campaign's provocation clearly at every scale, maintaining visual impact from mobile screen to large-format street-level executions.
+ OUTCOME
The campaign brought food waste into mainstream cultural relevance in Australia, reaching audiences well beyond the charity sector. The visual system held across every format and channel, demonstrating that a strong creative argument, expressed through a disciplined design system, can sustain quality across a high-volume multi-platform rollout. A cause campaign that competed for attention on equal terms with commercial work.
+ MY DELIVERABLES
Digital design and asset production for the 'Wasting Food Is Worse Than' campaign. Out-of-home artwork across large-format and street-level formats. Social media and digital channel assets. Editorial imagery for campaign distribution. Delivered at R/GA Sydney.
NAVIGATION
SELECTED WORK
© 2025 Shelley Stellenberg. All rights reserved.
We are proud to acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the traditional custodians of the land on which we work. We pay respect to their Elders past and present.
NAVIGATION
SELECTED WORK
© 2025 Shelley Stellenberg. All rights reserved.
We are proud to acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the traditional custodians of the land on which we work. We pay respect to their Elders past and present.
NAVIGATION
SELECTED WORK
© 2025 Shelley Stellenberg. All rights reserved.
We are proud to acknowledge the Wurundjeri Woi Wurrung people of the Eastern Kulin Nation as the traditional custodians of the land on which we work. We pay respect to their Elders past and present.
Client
Client
Oz Harvest
Oz Harvest
Oz Harvest is Australia's leading food rescue organisation, collecting quality surplus food and delivering it to people in need. Founded in 2004, the organisation has rescued over 200 million meals across Australia. Beyond its food rescue operations, OzHarvest has consistently produced some of the country's most culturally resonant cause campaigns, work that moves food waste from a logistics conversation into the mainstream. The 'Wasting Food Is Worse Than' campaign, developed with R/GA Sydney, was among the most ambitious: a provocation designed to shift how Australians think about what they throw away.
+ PROJECT OVERVIEW
Digital and out-of-home design for Oz Harvest's 'Wasting Food Is Worse Than' climate awareness campaign at R/GA Sydney. The campaign used provocation rather than guilt as its primary mechanism, comparing the environmental impact of food waste to behaviours widely understood to be harmful. The creative challenge was finding a visual language that matched the campaign's confidence without tipping into sensationalism.
The brief demanded assets that could carry a strong argument clearly at every scale, from a mobile screen to a roadside billboard, without losing the sharpness that made the campaign work. A cause campaign that looks like a cause campaign fails. This one needed to look like culture.
+ WHAT WE DELIVERED
Digital and out-of-home campaign assets for the 'Wasting Food Is Worse Than' awareness campaign. A cohesive visual system applied across digital, social and large-format out-of-home formats. Editorial imagery developed for digital and social distribution. Assets designed to carry the campaign's provocation clearly at every scale, maintaining visual impact from mobile screen to large-format street-level executions.
+ OUTCOME
The campaign brought food waste into mainstream cultural relevance in Australia, reaching audiences well beyond the charity sector. The visual system held across every format and channel, demonstrating that a strong creative argument, expressed through a disciplined design system, can sustain quality across a high-volume multi-platform rollout. A cause campaign that competed for attention on equal terms with commercial work.
+ MY DELIVERABLES
Digital design and asset production for the 'Wasting Food Is Worse Than' campaign. Out-of-home artwork across large-format and street-level formats. Social media and digital channel assets. Editorial imagery for campaign distribution. Delivered at R/GA Sydney.
Client
Client
Oz Harvest
Oz Harvest
Oz Harvest is Australia's leading food rescue organisation, collecting quality surplus food and delivering it to people in need. Founded in 2004, the organisation has rescued over 200 million meals across Australia. Beyond its food rescue operations, OzHarvest has consistently produced some of the country's most culturally resonant cause campaigns, work that moves food waste from a logistics conversation into the mainstream. The 'Wasting Food Is Worse Than' campaign, developed with R/GA Sydney, was among the most ambitious: a provocation designed to shift how Australians think about what they throw away.
+ PROJECT OVERVIEW
Digital and out-of-home design for Oz Harvest's 'Wasting Food Is Worse Than' climate awareness campaign at R/GA Sydney. The campaign used provocation rather than guilt as its primary mechanism, comparing the environmental impact of food waste to behaviours widely understood to be harmful. The creative challenge was finding a visual language that matched the campaign's confidence without tipping into sensationalism.
The brief demanded assets that could carry a strong argument clearly at every scale, from a mobile screen to a roadside billboard, without losing the sharpness that made the campaign work. A cause campaign that looks like a cause campaign fails. This one needed to look like culture.
+ WHAT WE DELIVERED
Digital and out-of-home campaign assets for the 'Wasting Food Is Worse Than' awareness campaign. A cohesive visual system applied across digital, social and large-format out-of-home formats. Editorial imagery developed for digital and social distribution. Assets designed to carry the campaign's provocation clearly at every scale, maintaining visual impact from mobile screen to large-format street-level executions.
+ OUTCOME
The campaign brought food waste into mainstream cultural relevance in Australia, reaching audiences well beyond the charity sector. The visual system held across every format and channel, demonstrating that a strong creative argument, expressed through a disciplined design system, can sustain quality across a high-volume multi-platform rollout. A cause campaign that competed for attention on equal terms with commercial work.
+ MY DELIVERABLES
Digital design and asset production for the 'Wasting Food Is Worse Than' campaign. Out-of-home artwork across large-format and street-level formats. Social media and digital channel assets. Editorial imagery for campaign distribution. Delivered at R/GA Sydney.