Title | TOMATOES ON 5TH |
Brand | EAT THIS |
Product/Service | HORTICULTURE |
Category |
E02. Ambient Outdoor |
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.
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.