Challenge
La Muyita is a socio-environmental company that promotes urban agriculture through the creation of gardens in the city. They believe that gardens are a tool for social and environmental transformation and that they significantly improve the quality of life in cities. Despite facing several obstacles during the pandemic, the challenge for this project was centered on developing an app to enhance the user experience. One of the most significant obstacles included the scarcity of green spaces in Lima, coupled with a lack of environmental awareness and knowledge about botany among the populace.

Solution
La Muyita's innovative approach involves transforming into a startup by launching a mobile application, expanding its outreach. This app showcases all products from the virtual store, incorporating augmented reality to assess the environment's temperature, space, and climate before displaying products. This feature ensures suitability based on plants' sunlight needs and real product sizes, simplifying the purchasing process. After scanning, the app provides detailed environmental data. Additionally, it includes a plant scanner feature offering information on scanned plants, including scientific names and care instructions.
La Muyita's campaign aims to introduce the app and raise awareness among users, maintaining its friendly communication style. The promise is to deliver a comprehensive cultivation experience, focusing on educating customers about urban agriculture before and after purchase. Emphasizing community education and motivation, the campaign utilizes an OTL medium for creative strategy.