BelOrta

The art of cultivation, how do you showcase that? Because even though fruits and vegetables may look delicious in stores, most consumers have no idea how much knowledge and skill goes into growing them.

That's why we teamed up with top photographer Jimmy Kets. He traveled around Belgium to take a behind-the-scenes—and through-the-lens—look at BelOrta's growers. The result is a powerful series of images showcasing just how photogenic local craftsmanship can be.

You could admire these images during the unique pop-up exhibition RIJP at the Maurus Moreelshuis in Mechelen. In each picture, you can see the growers' pride and expertise—expertise passed from generation to generation as often as it's steered by cutting-edge technology.

Alongside the surprising and authentic images, we also showcased the stories behind the visuals during the exhibition, captivatingly told by Stefaan Degand in a series of audio stories.

We invited VIPs and the press for an exclusive preview, followed by a one-day public opening of the exhibition. It was a must-see event, coinciding with the Day of Agriculture. Nearly 1,000 visitors seized this unique opportunity. Their enthusiastic feedback and over 25 press articles clearly showed that local craftsmanship is still highly appreciated.

To announce the expo, we developed a local OOH campaign, a print ad in De Zondag, and a social media campaign featuring making-of videos and sneak peeks. We also handled the location scouting, organization, and setup of the exhibition.

Couldn't make it to the expo? No worries, we created the campaign website vakmanschapvanhier.be. Not only can you view the photos, but you can also listen to the audio stories, which 24% of the more than 10,000 visitors have already done. Be sure to check out the site to experience the expo yourself.