Case Study

Land O’Lakes The Food Effect

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Land O’ Lakes wanted to create an interactive environment for attendees at SXSW showcasing how food and technology intersect. The immersive experience utilized cutting-edge technology to convey stories about innovative farming techniques. 

Stories of hunger and struggle were shared across telephones lines, and for each message that played a meal was donated to aid hunger relief efforts. A giant head of lettuce transported audiences through the magic of video, offering a glimpse into the future of farming. The Food Effect had other activations that illustrated the importance of C02 reduction and showed how GMO farming can save lives. This tech savvy experience brought together people with diverse points of view, including food policy experts, university researchers, authors, technology gurus and farmers to discuss ways to feed the next billion people. It was so phenomenally successful that it now has permanent residence at Fair Oaks Farms in Indiana.


  • What’s in the Box: A giant head of lettuce offering a virtual reality
    experience without the use of a VR headset.
  • Gene Editor: A gamified experience requiring players to correctly
    put genes in the right order.
  • Insecure Lines: An interactive display that not only offered visual
    impact but delivered an immediate response to a person in need.
  • Precision Art: Stunning graphic murals offering satellite views
    of farmland were emblazoned on walls by a futuristic robotic inkjet

2018 Gold Winner Best Combination of Event Technologies (B-to-C)


Media Stories Generated


Social Impressions


Pounds of Food Donated

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