NYC Parks and Recreation

Campaign: Taste Meets Tradition

Collaborated ​with : Kate Zheng, Jailyne Polanco, Juliette Marie Fusco

​Insights: In New York, more than 1/3 of the city identifies as immigrants, but multiple generations of migrants in NYC find it difficult to build a solid sense of community in their new environment; and here come the food, a medium for fostering lifelong communities, 

​Goals: Build newer connections and communities through sharing favorite local dishes and trying new cuisines. Raise awareness on cultural diversity and inclusivity in NYC to generate social cohesion

Target Audience: Recent NYC immigrants (within 5 years) from diverse backgrounds and multi-generational immigrant communities.

Executions: 3 OOH posters, 1 short video ad, and experience marketing events