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ANDY Awards

Creative Award
New York, United States
Wikifarmer - "The Wedding Rice" by ANDY Awards 2026

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TitleThe Wedding Rice
Agency
Campaign The Wedding Rice
Advertiser Wikifarmer
Brand Wikifarmer
Date of First Broadcast/Publication 2025 / 4
Business Sector Agriculture, Livestock, Fishing, Forest
Media Type Case Study
Length
AI Description The ad opens with scenes of serene Greek landscapes, showcasing rice fields and the rural environment at dawn. It introduces the Greek tradition of showering newlyweds with rice, emphasizing how over 200 tonnes of rice are wasted annually this way. A farmer explains the dedication needed to grow rice, lamenting the waste of lower quality grains that don't meet commercial standards. Wikifarmer's platform is then introduced as a solution, enabling farmers to sell these grains for traditional uses rather than discarding them. The ad highlights Wikifarmer's cooperative effort with the Primary Agricultural Cooperative of Chalastra to create "The Wedding Rice," crafted exclusively from non-edible grains, thus transforming waste into a sustainable practice. Various voices, including farmers and a wedding planner, explain the benefits of the initiative, aiming to conserve resources and uphold traditions while ensuring edible rice reaches consumers. The video ends with a picturesque view of a bag of "The Wedding Rice" in a field as the dusk falls, reinforcing the sustainable and traditional message.
Creative Director
Executive Creative Director
Chief Creative Officer
Art Director
Art Director
Art Director
Copywriter
Copywriter
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Head of Client Services/Production
Account Director