Not A Cornfield/
The Annenberg Foundation
The Annenberg Foundation’s “Not A Cornfield” project transformed an industrial site in Los Angeles’ historical center into a 32-acre cornfield for one agricultural cycle. This living sculpture was a powerful testament to the possibilities of using earth and art to bring new life to blighted urban centers.
The Annenberg Foundation came to Hershey|Cause to launch a national public relations campaign and produce a wide range of materials highlighting the importance of the “Not A Cornfield” project to the art community and general public. The project was one of the first in the nation to leverage the intersection of art and land use to revitalize an urban center.
We created the project’s visual identity and materials including on-site banners, signage, brochures, a Web site. The campaign secured more than 21 million media impressions across more than 40 markets, with placements in outlets including
The New York Times, the
Los Angeles Times,
Art in America and ABC. Weekend attendance to the site rose to approximately 200 to 300 visitors daily, with thousands of visitors attracted to the project’s special events.
Since completion of the project, the California State Parks system has taken over the site and it will continue to exist as a state park for all to enjoy.
- Communications consultation
- Materials design and development
- Media relations, planning and buying
- Multicultural marketing
- Organizational identity
- Public relations
