Our challenge was to translate IBM’s complicated AI technology, PAIRS, into something a normal human could understand and appreciate. PAIRS helps farmers grow better while using less water, fertilizer and pesticides, which in turn helps keep our soil healthier and able to grow even better.
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.
