“Annual reports are usually about money. But this one is about joy, dignity, connection and a sense of love and care felt by the people behind OzHarvest, which is impossible to monetise”. [Vince Frost, founder and executive creative director of Frost*]
Annual reports are not always the most evocative documents the world has ever seen either. Frost has been changing that for a decade. Still is.
Frost has just completed the 2013 annual report for food rescue charity, OzHarvest. It’s also a statement (in a language called design) about the company’s soul. The document’s concept, counting on love, is the core of Oz Harvest’s business. People, the document’s ‘heroes’ who donate food, time or money to the not-for-profit organisation, are what keep it in business.
Its ambassadors and key supporters, applauded in the document’s Book of Hearts, are the company’s fuel.
The Book of Hearts is an insert of art works and testimonials from those key supporters and ambassadors, including chefs Maggie Beer, Matt Moran and Frank Camorra, hotelier Justin Hemmes, and OzHarvest personnel and volunteers. This art project uses the love-heart motif to represent visually what the mission of the charity means to each creator. It also spotlights the work of the heroes behind the organisation, upon which OzHarvest depends.
Each contributor to the project was invited to ‘share their heart’ about their own involvement with the charity. These thoughts are used graphically as pull quotes for the individual artworks and to underpin the enormous commitment behind the supporters who contribute significantly to OzHarvest.
Frost’s 2012 annual won a number of high profile awards for both the agency and its pro bono client last year – D&AD, the Art Directors Club (ADC), Applied Arts Magazine, the Create Design Awards and Graphis.
“Our annual report is a key marketing and communications tool for our organisation,” said OzHarvest founder and chief executive officer, Ronni Kahn. “It is used to engage those who may not be aware of what we do and as a tool to thank and recognise those who support us.
“The report Frost* designed for us in 2012 was really well received, so extremely high expectations were set. They’ve developed an idea that showcases our ‘heroes’ and their hearts of gold.”
The heart project will be used to attract global support as OzHarvest is an official partner of the United Nations Environment Program (UNEP) – and to highlight OzHarvest’s work addressing the issues of food waste, food sustainability and food security.
OzHarvest is a non-for-profit charity that rescues excess food that would otherwise be discarded. This excess food is distributed to charities supporting the vulnerable in Sydney, Newcastle, Adelaide and Brisbane. OzHarvest delivers over 440,000 meals per month thuoghout Australia with a fleet of 21 vans. This equates to 168 tonnes each month.
Creative credits:
Client: OzHarvest
Creative agency: Frost*
Executive creative director: Vince Frost
Creative director: Ant Donovan
Designer: Graziela Machado
Head of brand: Rennae Long
Account manager: Jarred Katzenberg
