‘Chasing the blueberry season’ with IBM Food Trust
Nov 14, 2018
Groundbreaking. It’s one of those words that’s overused and often underwhelming. But in a few instances, when something has truly enhanced how we live, it’s the only thing to say.
IBM Food Trust is doing just that. Powered by the IBM Blockchain Platform, this solution is doing what food providers and food safety specialists have long dreamed—providing a way to more quickly and accurately issue food recalls when something goes wrong.
Our partners at IBM Food Trust asked us to create an anthem video that was at the same time worthy of this, well, groundbreaking solution and able to speak to such an expansive food ecosystem. And it is vast, with stakeholders from farmers to food processors to distributors, retail, and consumers. Our challenge was to capture the power of IBM Food Trust in a way that was relevant and engaging to such a diverse audience.
The journey in making this video was, in a sense, a first-hand experience chasing the blueberry season and all the stops a pack of blueberries might hit along the way. A blueberry farm in Kingman, California, to a processing center in Fresno, to Walmart headquarters in Arkansas, with a few stops in between. And importantly we captured a lot of content along the way, maximizing our client spend so they could get not one but several videos out of this series of shoots.
We’re proud of this work, the excitement it’s generated, and the benefit to our client. Keep your eye out for more from IBM Food Trust.
Josh O'Dell is an associate creative director at Centerline Digital in Raleigh, NC. When he's not finding unique ways to tell brands' stories, he likes getting manicures from his daughters and making novel ice cream flavors (Hello, donut chocolate crunch).