SXSW Activation Establishes Land O’Lakes as a Food Thought Leader
Experience Design, Reputation Management, Creative
About Land O'Lakes
Nearly five centuries ago, Nicolaus Copernicus changed the world by proving we are not the center of the universe. We channeled his legacy to expose another truth: We are not at the top of the food chain. To illustrate this, we created The Copernicus Project. It was part think tank, part social experiment and part activation. Attendees engaged with four unique experiences that explained key issues our food system is facing and how humans are adapting to them. The Copernicus Project shifted the way people saw Land O’Lakes, taking it from a butter company to a thought leader in our food system. People were changed, inspired and motivated to help advance how we feed our population and planet.
The Truth About Biodiversity
The Beautiful Food Web
We constructed a gigantic sculpture to show that humans are not at the top of the food chain. We are part of a vast and interconnected web of seemingly unrelated factors.
Nanotechnology — Colossal Impact
To show the profound effect that nanotechnology has on our food system, we designed and built an avocado ball pit. Guests could slide in and deposit a micronutrient to help the avocado thrive.
The Wall of Opinions
In order to measure the impact of The Copernicus Project on our guests, we had to get a sense of their opinions before they entered the space. So we created an interactive art piece that let visitors manipulate colored strings to share their thoughts about our food system.
Programming
The Copernicus Project played host to a huge slate of panels and programming starring top minds in food, technology, business and sustainability.
Hopeless Hoptimist
Food waste is a huge problem. To illustrate the seriousness of this issue and the steps we can take to control it, we made Hopeless Hoptimist, a beer brewed with upcycled bread. Visitors were not only wowed by its deliciousness, they were inspired to make a change.
We utilized social content to stoke interest and intrigue around The Copernicus Project. Cryptic statements and provocative truths were animated into compelling social videos. This framed The Copernicus Project as more than just an activation. It was a movement.
Partnering With The Washington Post
Our partnership with The Washington Post BrandStudio generated more awareness and post-event content.
Learn the truth about hunger in America.
To get the word out about The Copernicus Project, we created two full-page ads that ran in The Washington Post.
