Ron Finley Project
The People’s Treasury
Recognition: Cannes 1 x Bronze, 1 x Shortlist LIA 2 x Bronze
The Plant Some Money campaign, is a national gardening initiative we created together with renowned fresh-food activist Ron Finley, known as the Gangsta Gardener. More than 20 million Americans live in food deserts with limited access to fresh produce. Many of these food deserts are in low-income communities that can't afford organic food. And with inflation peaking, for many, the only affordable option is junk food.
That's why we helped them start a financial food revolution by giving them bills to plant and grow their own fresh produce. By using dollar bills as the medium, not only are we providing people with a source of fresh, healthy produce, but also teaching them about the value of money and the importance of investing in their own well-being.
To bring awareness we went to D.C. and planted the first bills in front of the Federal Reserve building.
After that we distributed Ron Finley's money.
The bills were printed in compostable material with organic seeds on it that grows into delicious fresh food.
The dollar amount of each bill represents the total money worth of produce:
$20 worth of rainbow carrots, $100 of collard greens, and $150 of cherry tomatoes and arugula.
We invited Americans living in food deserts, and everyone else, to join the food revolution.
Join the movement at
plantsomemoney.com
Case Study:
This project started proactively in Los Angeles. We wanted to use our creative super powers to help a greater cause. A few ideas back and forth brought Ron Finley to BBDO LA’s as its first official pro-bono client. It took an entire village of resilient awesome people and 730+ days to bring it to life.
Made with friends:
CD: Luis Marques, John Moeller, Julio D’Alfonso // AD: Emily Wu, Alex Zermeno CW: Brooke Feldman, Stuart Tierney
Head of Design: Fabiano de Queiroz Tatu // Design Director: Tracy Hung
Senior Designers: Yong Lee, Patrick Cambria // Director of Photography: Brandon Colewidener
ECD: Rafael Gonzaga, David Povill, Dave Cuccinello // CCO: Matt Miller // Ron Finley, Miranda Akkari, Anna Farmer, Tricia Dino, Chloe Collins, Carlie Naftolin, Andrea Bass, Julien Lemoine, Julien Chaillou, Drew Carter and Kaitlyn Ha.