TOMATOES ON 5TH

TitleTOMATOES ON 5TH
BrandEAT THIS
Product/ServiceHORTICULTURE
Category E02. Ambient Outdoor
Entrant ROORDA RECLAMEBUREAU Amsterdam, THE NETHERLANDS
Idea Creation ROORDA RECLAMEBUREAU Amsterdam, THE NETHERLANDS
PR ROORDA RECLAMEBUREAU Amsterdam, THE NETHERLANDS
Credits
Name Company Position
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.

Please outline the innovative elements of the work

This project illustrates what is possible when the creative sector joins forces with entrepreneurial Netherlands. Together we can do things that are hugely impressive, massively relevant and which can really make a difference in contributing to a more sustainable world. A lot of people thought we could never built a greenhouse on 5th Avenue and grow tomatoes in the great Apple? A lot of innovative partners teamed up to make the impossible possible. From UV lights, to humidity management, to hydration, fertilization and pollination. Mimicking nature at its best, to illustrate possible solutions to the global food challenge. Images of our ultraviolet-lit greenhouse appeared on all the major news channels (BBC, CBS, Bloomberg, etc.) and featured in major news outlets. Without any media spend, the project is estimated to have reached 350 million people and generated €6 million in earned media value.