san francisco, california
A brand activation event to introduce a potentially revolutionary new agricultural product to the world. Kernza® is a wild relative of wheat and has the potential to restore planet health if grown at scale. Its roots extend deep into the ground – up to 10 feet deep – which can create a carbon sink that pulls carbon from the air and keeps greenhouse gases out of the atmosphere. To demonstrate the remarkable nature of Kernza’s root system, our team created life-sized “Kernza” roots made with sisal fiber, suspended from the ceiling of the event venue in San Francisco. As well as a custom photo backdrop fabricated of recycled carpet rolls to immerse guests in the promise this product holds.
Planning partner: POP! By Yaz