2014
Digital Agency: Trapeze
Farwa Kazmi - UX & Interaction Design Lead
Bronwyn Anderson - Creative Director
Vanida Lim - Designer
Sean Butler - Copywriter

The Challenge

As one of the world’s largest food manufacturers, Kraft was looking for a way to make a positive impact across Canada as part of their corporate social responsibility.

They partnered with The Sports Network (TSN) channel to broadcast their famous Kraft Celebration Tour & asked Trapeze to launch a digital hub for this program. The mission? Help Canadians live healthier lives award $1.5 million dollars to communities in need.

How might we help Kraft empower communities in need & award funding to drive social impact?

The Insight

We put the power in the hands of the people by enabling them to nominate their community, vote, & build better places to play across Canada

Kraft Celebration Tour

Canadians could nominate their city or town to win $25k or the grand prize of 250k to improve or build a community space like a gym, soccer field, skate park or playground by submitting an entry online.

TSN, Canada’s most watched sports channel held live TV broadcasts by visiting the winners in a tour bus as part of the tour.

Program Phases

The KCT Program had multiple phases. The design, functionality, and content had to be adjusted accordingly. Our team planned the user interaction with the digital platform during each phase. We also provided the option to view the live broadcast.

Process: Mapping Features 

As part of my research, I gathered visual samples with notes and ideated with the team on how to highlight Kraft’s impact. I mapped the UX flow and high level features on paper first. 

Leading the User Experience

I shaped the user experience and made refinements based on client feedback while considering constraints. I opted for a long scroll page with animated infographics to
tell an impactful story.

Visualizing Impact 

I also illustrated how both Kraft and TSN have made a positive impact over 5 years through an animated infographic.

Success & Impact

The KCT launch was a success. It allowed Canadians to participate & directly impact their communities!

We received 100+ nominations, 17 million votes, & a huge boost in Kraft’s brand engagement. 50 communities & 14 sports facilities nationwide were revitalized with funding.

This project won RGD’s Social Good Design award in 2014. It was exhibited at Toronto's Pearson International Airport.

“Farwa is a gem! She is immensely thoughtful and a delight to work with. She championed new ideas, kept the team organized, and went above and beyond in ensuring a successful outcome for our projects and our customers!”

“Farwa’s versatility as both a creative & strategic thinker truly sets her apart! From meticulous research, creating beautiful & functional designs to resolving issues under pressure, her work ethic is inspiring. She considered different perspectives, and found new ways to add value, making our team's process so much smoother!”

“I highly recommend partnering with Farwa. She is a strategic thinker who leads with empathy and balances technical constraints with business goals to deliver impactful outcomes."

"I worked with Farwa for 1.5 years and to say that it was a pleasure would be an understatement. Farwa's ever smiling positive demeanour and high energy put people at ease. Her rigour in thinking through multiple aspects, facilitating discussions, and openness to feedback was a huge value add! Farwa excels at collaborating with designers, developers, and clients to ensure end results of the highest quality. I would jump at the opportunity to work with her again.”