Human diets are stripping the Earth of its biodiversity. The Earth has lost 75% of biodiversity since 1900. Fifty percent of our calories come from just three crop families. Stopping this trend is critical to the Earth’s health. And our survival. Land O’Lakes wanted to teach people about the situation. But we knew we couldn’t be too sciencey. To get people interested in biodiversity, our film had to be interesting. Complex concepts and important data had to be presented simply and convincingly. The story and supporting facts had to create an immediate impact and a lasting understanding. The goal was to turn science into a gotta-see experience.

The creative idea? Turn a complex, fact-filled situation into a captivating story. Make data emotional. In just 180 seconds, The Truth About Biodiversity did both. It turned a critical and complicated topic into a cinematic, compelling experience. And it delivered on Land O’Lakes’ brand purpose of feeding human progress by teaching viewers about biodiversity and arming them with the facts to help us make progress. Which is exactly what our target audience wants. We called them Curious Learners and they love sharing what they learn. The Truth About Biodiversity gave them plenty of content and style to do that.

The Truth About Biodiversity was a 9-foot, 270o visual experience that surrounded viewers with hard truths about our dwindling biodiversity. Using particle animation, imagery was both abstract and familiar. Morphing dots, lines and shapes fluidly merged and diverged to represent our Earth and its food systems. Animation created a sense of movement and freed us to jump between vastly different visual subjects. Stark facts and figures were given a more optimistic and hopeful tone with a vibrant color pallet. Music and sound design punctuated the gravity of our shrinking biodiversity while adding energy and emphasis.

As part of a larger activation at SXSW, The Truth About Biodiversity helped create:

• 250+ global media stories

• 318+ million impressions

• 18+ million social interactions