Feel Good Greens

From the science of growing produce
To the art of feeling good.

CHALLENGE

One of Fast Company’s “Most Innovative Companies”, Bowery Farming is a vertical, indoor farming and digital agriculture company growing pesticide-free lettuce, leafy greens, and herbs. At a time dominated by political and cultural negativity along with post-pandemic fatigue, the brand’s fresh, sustainable produce risked being lost in the noise. The challenge: Introduce itself to a world that was unfamiliar with AgTech and make Bowery not just known, but loved.

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STRATEGY

When everything feels heavy, even a healthy can be a source of joy. Our strategy was to shift Bowery from science to soul — transforming its high-tech farming story into a quirky, human expression of optimism. Our tension came from everyday cultural insights that not only dominated the headlines, but resonated with our target audience. We offered Bowery’s greens as an antidote and invited people to find a little lightness in their day with a simple promise: if nothing else, feel good about your greens— turning an unfamiliar innovation into an emotional bright spot.

CREATIVE SOLUTION

The campaign — titled “Feel Good Greens” — contrasted life’s everyday absurdities with the simplicity of Bowery’s immaculate produce. A darkly funny, attention-grabbing, offbeat campaign was brought to life through a bold color palate, quirky hand-drawn characters and witty lines. Playful OOH, digital, and animated films grounded Bowery’s mission in levity and relatability. A full subway station takeover at Lafayette/Broadway in NYC (145 placements) cemented Bowery’s urban roots, while social and digital assets carried the same imperfect charm across platforms. For Earth Day, we extended the platform with limited-edition “Rewild the Land” packaging and activations in partnership with The Nature Conservancy, tying the brand’s humor to its environmental purpose.

COLLABORATORS  

Laurène Boglio