Wolff Olins has created the identity for the new four-year Oxfam campaign Grow.
The campaign, which launched yesterday, calls on governments, businesses and consumers to tackle problems which threaten the world’s food sources, such as climate change and landgrabs.
Wolff Olins was appointed in July 2010 as part of a larger project to create new brand guidelines with qualitative research company Flamingo to unify the charity’s identity globally.
Oxfam GB director of fundraising Cathy Ferrier says, ‘We took the brief to the biggest agencies in the business and following a lengthy pitch process. Wolff Olins and Flamingo were chosen for their truly international expertise.’
The first part to roll out from Grow is the ‘The System’s bust’ campaign, which was developed with marketing agency RKCR/Y&R. It features photography by Rankin of the people of Turkana in Kenya, holding a whole day’s food in their hands.
Wolff Olins lead strategist Robert Jones says, ‘We worked hand-in-hand with the Oxfam team to co-create a campaign that inspires people to take action without trivialising the central issues.’
The campaign is being rolled out through print and above the line advertising, with a digital campaign by Dig For Fire.