Terra Libera dai Veleni – Poison Free Land – is an Apulian association which works to promote an active citizenship, to protect the territory, crops and the natural ecosystem.
I conceived a poster for a sustainable olive pruning course with the aim of attracting interest of the new generations on this enchanting land, mother of centuries-old olive trees and keeper of traditions and flavours, on green methods to protect the olive grove and its fruits. On a semiotic level I wanted to send a positive message, with a smile. Our eyes are naturally draw by everything which look like a face and they process these images at a higher speed. The cut of the branch, symbolised with a round line, suggests a sweet and protective approach to the pruning, in harmony with the life of the plant.