ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
Category
Design for Good / Packaging Design
Annual ID
ADC103_PKG036M
About the Work
In 2022, Colombian farmers lost 4.9 million acres of crops during rainy season…23% of them being cassava, the main ingredient in ABInBev’s Nativa beer.
Each year, ABInBev buys 1,648 tons of cassava from Colombian farmers, providing them with a steady income.
To protect the region where our cassava grows from climate change, ABInBev decided to do something.
Introducing…Nativa Meter.
We took the beer farmers know and love, and by analyzing the geometry of the bottle, we repurposed it as a rain gauge, a tool that accurately tracks daily precipitation …records rainfall patterns to better predict the unpredictable effects of climate change…and monitors groundwater levels to ensure crops don’t die from overwatering, something farmers can’t see with the naked eye, or learn from a weather app.
With this information, farmers can act to protect their crops by plowing the soil to evaporate underground water and opening drainage channels to redirect water away from crops .
Each year, ABInBev buys 1,648 tons of cassava from Colombian farmers, providing them with a steady income.
To protect the region where our cassava grows from climate change, ABInBev decided to do something.
Introducing…Nativa Meter.
We took the beer farmers know and love, and by analyzing the geometry of the bottle, we repurposed it as a rain gauge, a tool that accurately tracks daily precipitation …records rainfall patterns to better predict the unpredictable effects of climate change…and monitors groundwater levels to ensure crops don’t die from overwatering, something farmers can’t see with the naked eye, or learn from a weather app.
With this information, farmers can act to protect their crops by plowing the soil to evaporate underground water and opening drainage channels to redirect water away from crops .
2024 Awards
Total Points: 3
Merit Honor
Credits
Agency
L&C NYC / New York
Client / Brand
AB InBev / Bavaria / Bogota
Chief Creative Officer
Gian Carlo Lanfranco
Rolando Cordova
Creative Director
Bruno Franchino
Giancarlo Rodas
Greg Collins
Manuel Hoffmann
Director
Camden Elizabeth
Music Supervisor
Claudia Incio
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