On a mid-winter Monday morning in January of 2022, a line of cars, up to 150 at any one time, waited patiently as the staff and volunteers at drive-thru pantry unloaded, repacked and safely distributed more than ten thousand meals worth of food to people in real need.

COVID-19 did not create this needs, the necessity of making food distribution “open air” merely revealed.

POSTMKTG client Feeding New York state wanted to capture this event, which took place within sight of New York’s Capitol building, to highlight the ongoing demand for state-funded support. Conceived, produced and edited in 7 days, the campaign enabled individuals to text New York’s governor and legislators while the ground was still frozen.