Without soil, we wouldn’t survive.

It’s so important, IBM createed PAIRS, a complicated AI technology that helps farmers grow better while using less water, fertilizer and pesticides.

Our challenge was to translate IBM’s complicated AI technology, PAIRS, into something a normal human could understand and appreciate.

To educate people on the value of soil, we installed a huge pasta and fork sculpture in the heart of Rome with a QR code that linked to a documentary-style film featuring experts from all different fields explaining our soil crisis and how IBM PAIRS is helping.

We crafted a compelling story for why our soil matters and how IBM tackled this problem, positioning IBM as a tech-for-good company.