2025
Madre Tierra
France
Client: ZÉKÉ FILM
Produced by: ZÉKÉ FILM
Agency:
Category: Greenworking Production Award
Entry Type: Social Media Video
Synopsis
In a world driven by speed and profit, Manolo chooses the opposite. He cultivates Lanzarote’s volcanic soil with patience and humility. Through a letter to his granddaughter, he shares his life wisdom and some of his doubts. Born from a shared lunch, Madre Tierra was made in the moment, shaped by the time spent alongside him. An organic approach to better understand and express the truth of his connection to the world. Because it’s not what we own, but what we preserve, that truly tells
Goals of the film
The goals of Madre Tierra were: - To portray the deep relationship between humans and the land through the story of Don Manuel, an ecological farmer in Lanzarote. - To raise awareness about sustainable agricultural practices in fragile environments. - To inspire responsible tourism by showing Lanzarote’s balance between human activity and environmental preservation. - To achieve this with minimal production impact, aligning the filmmaking process with the message itself.
Target Group
Madre Tierra was intended to address: - Behavioral: People concerned about climate change, ecological balance, and sustainable agriculture; travelers seeking authentic, responsible experiences. - Demographic: Adults 25–55, culturally curious, eco-conscious, with medium to high education, living in Europe and Latin America. - Psychographic: Individuals looking for meaning and connection with nature, valuing environmental responsibility and cultural authenticity.