“Sustainable farming is the cornerstone of a prosperous future. By embracing regenerative practices, we can combat climate change and ensure food security for generations to come.”

In line with this vision, we recently partnered with Woolworths and VM Central to create an eye-catching window display that vividly reflects Woolworths’ unwavering commitment to sustainability. This display, aligned with Woolworths’ “Farming for the Future” campaign, integrates innovative design and eco-friendly materials like Xanita board, creating visual experience that highlights Woolworth’s dedication to regenerative farming and environmental stewardship.

Farming For The Future: Woolworths Campaign:

Woolworths “Farming For The Future” campaign is a bold initiative aimed at reshaping agriculture through sustainable practices. Part of Woolworths’ renowned Good Business Journey, this campaign encourages global agricultural transformation under the banner “For Our Collective Tomorrow.”

Over the past 15 years, Woolworths has championed regenerative farming practices, reducing reliance on fossil fuel-based fertilisers and promoting composting to conserve water and minimise transportation needs. By partnering with progressive Farmers, Woolworths has significantly advanced sustainability in agriculture.

Latiefa Behardien, Chief Food Technology and Sustainability Officer at Woolworths emphasized, “At Woolworths, we recognise the urgent need for transformative action in agriculture to address climate change and ensure the well-being of generations to come. Through our Farming for the Future campaign, we aim to leverage our experience in regenerative farming to inspire change across the industry.”

Utilising Xanita Board for Innovative Display:

Xanita board, renowned for its sustainability, lightweight nature and direct printable surface, played a crucial role in this project. Its lightweight properties not only facilitated easy customisation of the designs but also simplified the installation process, particularly for windows that required overnight installation.

“Our choice of Xanita board for this project was strategic,” explains designer Carlo Prinsloo, “Its lightweight nature allowed us to create intricate 3D elements that could be easily mounted and adjusted within tight timeframes. The printable surface ensured vibrant colour and high-quality graphics, enhancing the visual appeal of display.”

Project Execution: Design and Implementation

Our designers faced several design challenges in bringing this project to life. The primary task was transforming basic CAD files and artwork from Woolworths into a three-dimensional mock-up that met their high standards. Creating 3D elements from flat images required meticulous attention to detail, especially when incorporating the exact widths provided by the client for additional props.

We received the project details and immediately got to work, turning the basic CAD files into mock-ups for approval. Once we received the green light, we refined the CAD files and artwork, initiating the production run. The real challenge was ensuring our print and cut files were flawless to avoid any discrepancies. Typically, we send a first-off sample to check the production quality. Once satisfied, we sign it off and proceed with the production run.

What set this project apart was our focus on sustainability. Our product is designed with eco-friendly materials, is biodegradable, and aligns perfectly with Woolworth’s green initiatives, enhancing the campaign’s environmental impact.

Creative Direction and Vision

Christan Boshoff, Creative Director for Visual Merchandising at Woolworths, shared insights on the campaign’s vision. “Farming for the future has been a cornerstone of Woolworths for nearly two decades. It encompasses the best farming practices to address environmental concerns and promote sustainability. The window display aimed to deconstruct this complex initiative, making it visually and emotionally engaging for customers. “

Boshoff emphasised the importance of movement and interaction in the display. The window features intricate design elements such as hanging butterflies and bees, all moving uniquely to draw customer attention. “Movement in the window is crucial to capture interest. We experiment with air to animate elements like spinning apples ensuring a dynamic and engaging display. The goal is to make customers stop, explore, and connect with the campaign,” said Boshoff.

Partnering for Success

VM Central played a pivotal role in this project, contributing to the visual effects  and overall cohesion of the campaign. Their expertise in bringing visual displays to life complemented our efforts perfectly, ensuring that every element of the window display was executed flawlessly.

Conclusion:

The immersive digital experience integrated into the display allows customers to delve deeper into the “Farming for the Future” initiative. By scanning QR codes, they can access a wealth of information on sustainable farming practices, further educating and inspiring them to support this vital cause.

Through our collaboration with Woolworths and VM Central, we have created a visually stunning and educational display that not lonely captures the essence of “Farming for the Future but also promotes a sustainable and prosperous future.