New Holland Agriculture, as part of CNH Industrial, and together with FCA, Fiat Chrysler Automobiles, is an official global partner of World Expo Milano 2015 which will take place in Milan, Italy from 1st May to 31st October 2015.
147 countries and international institutions will participate, and New Holland Agriculture will take centre stage as the only agricultural machinery manufacturer with its own pavilion – on a 1,638-square metre area embodying the Sustainable Farm.
World Expo Milano 2015: an event of global significance
For 160 years, Universal Expositions have established themselves as global opportunities for confronting shared themes and problems crucial to human progress. The theme for 2015 is ‘Feeding the Planet, Energy for Life’. The idea? To open up a dialogue between international players on how to guarantee the entire human race a food supply that is pleasurable, healthy, sufficient and sustainable.
Expo 2015 will be an extraordinary universal event, displaying tradition, creativity and innovation in the business of food production, and agriculture has a core role to play. Running for 184 days, this giant exhibition site, covering one million square meters, is expected to welcome over 20 million visitors.
“The Expo 2015’s theme of ‘Feeding the Planet, Energy for Life’ provides us with a unique opportunity to share our vision of sustainable agriculture,” stated Carlo Lambro, Brand President of New Holland Agriculture. “We believe, and have shown, that by using sustainable, efficient farming practices, as detailed in our Clean Energy Leader® strategy, the world’s farmers can produce high quality food to eat, and efficient and clean energy to power their farms and local communities. Moreover, this prestigious event will enable us to reach millions of visitors from all over the world, to communicate and explain in a practical way, why this farming philosophy represents the future for agriculture.”
The Sustainable Farm pavilion
Through an attractive and eco-friendly building, and through multiple interactive tools, video installations, augmented reality and product displays, visitors will experience and understand how New Holland is promoting the importance of agricultural mechanization in the food supply chain.
The sustainable farm pavilion is built on an area of over 1,600 square meters where visitors from all over the world will be able to see the key to agricultural innovation according to New Holland.
The criteria for sustainability and energy saving are reflected in the design and implementation of the architecture itself. The most advanced construction technologies, including dry construction, are used to build the impressive structure. They provide a significant reduction of the time needed for building up and dismantling work. The pavilion is built in the total absence of cements and any other binder material that determines, by the end of the exhibition, demolition work with the recovery of all the individual components. Part of the energy needed for the operations in the pavilion will be produced by the photovoltaic cells integrated in the large windows of the South facade.
At the end of the exhibition, the pavilion will be disassembled, reassembled and used for different purposes.
The New Holland Expo communications project: ‘The Seeds of Life’
Accompanying Expo Milano 2015, a New Holland global advertising campaign is targeting the event’s broad audience. As well as addressing customers, New Holland’s idea is to send a wider message to individuals working in the non-specialized public and private sector, about the importance of sustainable farming and how it impacts everyone.
The campaign is focused on farmers: true modern heroes working on the difficult task of meeting the growing demand for food on the planet, whilst also preserving the environment, with New Holland machines supporting them all the way.
The content of the campaign was launched and shown for the first time in Bologna in conjunction with EIMA 2014, held from the 12th to the 16th of November.
To support the advertising campaign, a dedicated website at www.expo2015.newholland.com is online. Visitors will find the first episode ‘Balance’ of ‘The Seeds of Life’, a web series of short movies which documents different approaches to the challenges that every farmer has to endure daily to successfully grow healthy crops; showing the passion and expertise required to meet these challenges. On the site it will also be possible to subscribe to a newsletter to follow New Holland’s journey towards Expo, in real time, to stay up to date.
The release of all this content will be supported by a strategic and continuous use of social media (Facebook, Twitter, Google+, Flickr and Pinterest).