Two things you should know:

1. Del Valle is Coca-Cola's market-leading brand of juice in Brazil.
2. Rodrigo Hilbert is a famous dreamy-looking actor and he came up with the brief.

Rodrigo is a cool guy. Other than blue eyes and perfect teeth, he also has a cooking show, a farm and he grows his own food. He wanted to donate his surplus, but usually ran into bureaucracy. Could we help connect people that wanted to eat better?

Based on the exploding urban farming scene, a mobile-based platform was created to help people donate or trade their fruits and vegetables.

 

FARMSQUARE works by connecting people who want to donate or trade their excess organic food & people who want to eat better. I'll let Rodrigo explain:
 

The mobile site allows users to search for offers in their area, make their own products available and even chat with other users to agree on deliveries. 
 

To populate the platform, we did a 4-month warm-up period recruiting urban farmers and opinion formers. By the time the platform was officially launched, over 1000 trades had  been made and several offers were available in Rio de Janeiro and São Paulo.

Even better: more than an ad campaign, FARMSQUARE is treated by Coca-Cola as a long-term project that will continue to grow in coming years. 
 

What I learned working on this project:

• The concept was born out of a brainstorm involving agency, client and Rodrigo himself. Who would guess the campaign celebrity would help with concepting? Ideas really do  come from everywhere. 

• Bringing an one-line idea to a fully executed platform and 360º campaign is quite fulfilling.