How do you bring politics and the plant sector closer together?
QUESTION
How do you bring politics and the plant sector closer together?
APPROACH
Instead of explaining it with facts and figures, we chose wonder. Right in the centre of The Hague, next to the Dutch parliament, we built a custom-made 26-metre greenhouse and turned it into Het Grote Groene Gala: a playful experience that put plants centre stage and brought the sector close to the people shaping policy. Through spatial design, film, animation, graphics and interactive installations, we turned the sector’s story into something to explore, enjoy and talk about.
SOME TOMATO SEEDS ARE WORTH MORE PER KILO THAN GOLD
At Het Grote Groene Gala, plants were the guests of honour. We were just the +1s.
They got the full celebrity treatment: their own award show, VIP decks (Very Important Plants, obviously) And a stage big enough to give them the attention they usually don’t get. A playful way to flip the perspective and make people look at the plant world with fresh eyes.
To bring people and plants a little closer, we hosted a grand honorary dinner. Each course put a different part of the plant world on the table — literally — paired with stories and speakers from the sector. Between bites, politicians and industry professionals could meet, exchange ideas and talk about the plants behind some of today’s biggest challenges.
Less networking. More eating, wondering and talking plants.
Production & Creative Studio | That's Rad |
Concept | Vincent Hammingh & Jelmer den Adel |
Producer | Jelmer den Adel & Robin van der Beek |
Creative DIrection | Jelmer den Adel |
Art Direction | Vincent Hammingh |
Audio VIsual Production | Showline |
Catering | Cottontree by Dimitri |
Builder | Jelmer den Adel + Marin de Vree |
Executive Producer | Jeroen Heinen |
