GQ Design News


Syngenta Bringing Brussels alive

Monday, November 15th, 2010

Syngenta Operation Pollinator

Conferences tend to be sterile environments – even agricultural ones. So when GQ was asked to highlight the vital importance of pollinating insects at the Forum For Agriculture in Brussels we decided we would literally bring the place
to life.

So we shipped in an array of living, growing crops and placed them in funky perspex cubes in front of big graphic displays describing the Syngenta Operation Pollinator project. And then, to get things really buzzing, we released hundreds of bumblebees into each cube. Everyone who walked past was drawn to watch the bees at work, and no one could miss the point.
To make the message even more appetising we served delegates with apples, baby tomatoes and cold-pressed rape seed oil, washed down with a glass of Sandeman Port – all produced by Operation Pollinator project farmers.

It’s a tasty example of GQ’s ability to bring any topic to live with the judicious application of imagination and creative thinking.



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