| Title | TOMATOES ON 5TH |
| Brand | EAT THIS |
| Product/Service | HORTICULTURE |
| Category |
D03. Special Build |
|
Entrant
|
ROORDA RECLAMEBUREAU Amsterdam, THE NETHERLANDS
|
|
Idea Creation
|
ROORDA RECLAMEBUREAU Amsterdam, THE NETHERLANDS
|
|
PR
|
ROORDA RECLAMEBUREAU Amsterdam, THE NETHERLANDS
|
Credits
| Rem Koolhaas and Samir Bantal |
AMO |
Curator |
| Stephan Petermann |
MANN |
Co-curator |
| Ed Smit |
Nethwork |
Client |
| Renee Snijders |
Nethwork |
Connector |
| Tisha Livingston |
InfiniteAcres |
Client |
| Justin Schoemaker |
Infinite Acres |
Partner |
| David Litvin |
80 Acres Farm |
grower |
| Mike Zelkind |
80 Acres Farms |
Partner |
| Meiny Prins |
Priva |
Partner |
| Joeri Jansen |
Roorda Reclamebureau |
Creative Director |
| Jasper Claus |
1Camera |
partner |
| Peter Maes |
Koppert Biological Systems |
Partner |
| Stijn Baan |
Koppert Cress |
Partner |
| Peter van der Sar |
Nethwork |
Connector |
| Karsten de Vreugd |
Sugar Rush Film |
Partner |
| Joost van Nistelrooij |
Roorda Reclamebureau |
Copy Writer |
| David Koop |
Roorda Reclamebureau |
Strategy Director |
| Jorn Slotboom |
Roorda Reclamebureau |
Graphic Designer |
| Jacqueline Krijnen |
Roorda Reclamebureau |
webdesign |
Cultural / Context information for the jury
The rapidly growing global population and an increasingly depleted Earth require sustainable solutions. The Dutch greenhouse food and horticulture sector is a global leader in innovation and sustainability. However, the greenhouse food sector is introvert, modest and not used to collaborate. That has to change. If the sector can join forces and become more well-known, it can inspire the world to produce in ways that are more sustainable. It can also help to close the gap that has emerged between city and countryside and educate people about food. Finally, doing this should make the sector more attractive to young people, an issue at a time when fewer and fewer young people are opting for a career in agriculture.
The Netherlands must become proud of ‘the art' of sustainable cultivation, and greenhouse agriculture and horticulture must become an attractive employer for a new generation of high-tech farmers.
Write a short summary of the ambient work.
We've build a glass greenhouse on the sidewalk of 5th Avenue in New York. During lock down all musea we're closed but our installation continued to tell our story.
Images of our ultraviolet-lit greenhouse appeared on all the major news channels (BBC, CBS, Bloomberg, etc.) and featured in major news outlets (Time, TheGuardian, The New York Times, The Wall Street Journal, The Washington Post, Die Zeit, El-País, La Repubblica, Bloomberg, etc.) and special interest platforms (Wallpaper, Fast Company, Wired, ELLE, Monocle, The New Yorker, ArtForum, TimeOut, National Geographic, etc.).
Without any media spend, the project is estimated to have reached 350 million people and generated €6 million in earned media value.
Through this resounding success, the EatThis platform has become a lively and active network that has attracted 40 new contributors and investors from 14 countries. Our monthly inspiration sessions and podcast involve participants from all over the world.