Strongbow is the #1 selling global cider brand, but in the U.S. sales were starting to sour. The brand needed to dig deep into its all-natural heritage to capture the attention of people in the U.S.

The hook? Tap into people’s thirst for nature – especially in urban environments – where research shows they suffer from the scientifically-named Nature Deficit Disorder.

To address the lack of nature in one of the world’s biggest cities, the Big Apple, Strongbow turned a barren barge into a floating food forest that offered a free respite for nature-starved New Yorkers, who also could pick apples, other fruits, herbs and vegetables to bring some nature home.