view of the Land O’Lakes The Food Effect SXSW building painted in geometrical shapes clored purple, pink, cyan, and greem
Brand Experience

Civic Entertainment Group

Land O’Lakes The Food Effect

Project Development
Show Development & Production
Guest Journey
Design & Engineering
Art & Design
Environmental Design
Graphic Design & Branding
Event Production
Event Logistics & Permitting
Vendor Management
Technical Direction
Asset Coordination
LED Integration
Videography & Photography
Production Management
Service & Support

Agricultural cooperative Land O'Lakes wanted to deliver real impact at SXSW. Showcasing the convergence of food production and technology, the brand aimed to take charge of the conversation about food shortages and global hunger by connecting thought leaders from diverse sectors and encouraging an open dialogue. Everything laddered up to the big question: how do we feed the next billion people sustainably? TAIT partnered with Civic Entertainment Group to create an immersive experience designed to spark conversation, action, and answer major global questions.

We harnessed the power of technology to tell poignant stories about food shortages, with. interactive displays, VR experiences, and striking robotic art helping to drive the conversation. A dynamic telephone display engaged guests with each interaction triggering a donation. Giant VR lettuce heads transported attendees into the future of farming, offering an immersive look at innovative practices without traditional headsets, and a gene-sequencing game challenged players and emphasized the role of science in reducing CO2 emissions. Meanwhile, a futuristic inkjet printer created captivating murals of farmland.
People interacting with a DNA thread sculpture at the Land O’Lakes The Food Effect SXSW event
Land O’Lakes The Food Effect SXSW wall with title that reads "PITCHFORKS AND OVERALLS? TRY INFRARED CAMERAS AND SATELLITES."  and surrounded by screens and machinery
Land O’Lakes The Food Effect SXSW photo op featuring two females getting behind a big green flower that covers their face, behind them there's a wall with copy discussing how technology is changing farming

This award-winning activation yielded over 120 million social impressions and 288 media stories, amplifying the conversation around global hunger—and guest interactions saw an incredible 40,000 lbs of food donated to those in need.

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