♡
copywriter
♡ copywriter
world central kitchen
not your average kitchen
World Central Kitchen responds to crises with the most universal form of care: a hot meal. But to keep doing that work, visibility is essential. People can’t support what they don’t know exists.
Gen Z is the most chronically online, activist generation in history. In an oversaturated echo chamber of causes, they are highly skeptical of performative activism. A celebrity endorsement alone is not enough. They care about where their money goes and they want to feel connected to the cause. For them, mutual aid is more than charity. It’s community in motion.
At the peak of disaster, volunteers show up with nothing but courage and a spatula, sometimes risking their lives in the name of mutual aid. We appealed to Gen Z by showing them that story.
Art Director: Kate Anders
This is not your average kitchen.
The best way to get people involved? Show them what it’s like to run into a tsunami zone, not scroll past it.
Placed in high-traffic areas, these billboards reminded passersby that while the world flees disaster, WCK shows up to feed those left behind.
These billboards weren’t just ads, they were live dispatches from the frontlines of compassion. A call to action disguised as a gut punch.
“Make longer tables, not taller walls.”
— Chef José Andrés, founder WCK
A Day in Their Kitchen
This series followed WCK volunteers in a parasocial style that made viewers feel like they were right there, helping cook and serve every meal. Seeing someone cook in a disaster zone hits different when it feels like you’re right there beside them.
Where in the world is World Central Kitchen?
Interactive billboards popped up near campuses and busy city transit spots to show where WCK is active right now to show users WCK isn’t just somewhere, it’s in dozens of countries at once.
The goal? Make “worldwide impact” feel way more close to home.
In 2024, WCK showed up in 20 countries, feeding families impacted by war, hurricanes, wildfires, tsunamis, and other natural disasters. Over 109 million meals served.
