Cannes Lions
CLOUDFACTORY, Amsterdam / STRONGBOW / 2016
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Strongbow believes that nature has a positive effect on people living in the cities, but instead of just talking about it, the brand acted upon its belief, and created an orchard in central Johannesburg in collaboration with local guerrilla gardeners.
In March 2016, together they planted apple trees in a derelict urban space, and built a giant tree whose branches grew through the windows of the abandoned building.
First Act ends with a giant urban orchard as a symbol to show the power of nature in the city and the dream of guerilla gardeners to make cities better places.
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