Event Booth Storytelling
Problem
Conveying Complexity
CB Group (CBG) wanted visitors at JMEA Expo 2025 to experience agriculture as science, technology, and innovation, not just farming. As a Caribbean leader in sustainable agriculture, their goal was to share how their strategy of sustainability connects everything they do. From animal genetics to waste reduction.
We were tasked with creating an expo booth experience that would amplify their sustainability message, turning it into something visitors could see, touch, and remember.
The Challenge
- Complex Content: Their story is detailed and multi-dimensional. With many entry points, we risked losing the people we most wanted to reach.
- Time and Place: Let’s be honest. Jamaicans come to expos for samples, not sustainability lectures. Our mission: turn “Yow, mi never leave mi yard fi dis” into “Wow, mi glad mi come out!”
- Deadline: One month. No pressure. (But pressure.)
Solution
Sustainability Portal
Our Storytelling Approach
Wearing our brand strategy hat, we knew we had to connect the dots.
First, we mapped their key messages, and how each piece fit into their sustainability strategy of Circularity. (because yes, even chicken poop plays a part).
Our big insight? This was a rare, deliberate, and ambitious sustainability story that few Jamaican companies are telling. But with so many angles, we needed to let the audience choose their own adventure.
The Solution
We delivered a multi-perspective, multi-station booth design and interactive content that let visitors engage on their own terms. This included:
- Circularity arches inscribed with the CBG story, from purpose to products, to guide visitors through the booth.
- Agrow Island: A playful interactive touchscreen video for exploring CBG’s sustainability journey through integrated divisions.
- Sustainability video: Showcasing how all their brands are committed to sustainability and Caribbean food security.
Booth visitors interacting with multiple booth touchpoints.
Impact
Oohs, Aaahs, and Ahas!
Result
A conversation-starting experience that was as educational and eye-catching. It made visitors want to learn about CB Group’s leadership in sustainability and innovation. While they got to sample meat treats, of course.
Why It Worked
By combining a visitor-centered booth experience with the sustainability narrative we had already integrated into CBG’s website, we extended their digital marketing strategy into a new interactive experience. The booth engaged, invited participation, and left people walking away with a deeper connection to CBG’s purpose.
Team Credits:
Scripting and Creative Direction: Kenia Mattis
Booth Design: Courtney Payne
Game Production: Matthew Wallace, Yoshi
Video Production: Joelle McFarlane
Graphic Design: Zack'ry Leslie
