The Food Effect is the latest activation at SXSW that's promoting conscious consumerism while spotlighting the future of the food and farming industry.
With the help of National Geographic and Microsoft, Land O'Lakes, an agricultural co-op, created an immersive activation that blurred the lines between food, technology and art. The space featured three unique and interactive elements. The first of which, was a giant head of lettuce with an integrated VR element. The second, was a soil-covered Ford Bronco that helped consumers visualize the process of soil absorbing carbon dioxide. Also featured was an "interactive DNA helix" and a wall of pay phones that played audio recordings of people struggling with poverty throughout the globe.
Image Credit: Katie Richards