Template level2
Growers For The Future Campaign
Germany: ´Portrait of a Farmer’
Story of a farmer & legacy. His joys and worries on succession. From parent to child, from farmer to successor. Describing the struggles, hopes and dreams responsible farmers have while feeding the world and protecting the planet for the next generation to come. The story is told in the own unscripted words of the German farmer Thomas Frenk, 43, 17th generation.
A personal speech to the next generation; his son, Tim Frenk, 8.
Supporting stories:
Based on the supporting character gallery, respectively the parent of the farmer, a child of the farmer and a Yara agronomist. Each film carries an individual focus point in regards to the Yara pillars of Efficiency, Profitability and Sustainability.
Supporting films
Efficiency
The main character, the German farmer, Thomas Frenk talks about how efficiency has improved on the farm over time. He remembers hard chores that are now much easier and more efficient. Efficiency not only increases yield, it improves quality of life and financial security. Yara solutions make the farm more efficient. That is good to know when passing the farm on to the next generation.
Supporting films
Profitability
The son Tim, 8, talks about how he loves working together with his father at the farm in the weekends. He wants to become a farmer when he grows up but he worries about the economy. The agronomist profitability claims. Knowing that he has made the most profitable choice for fertilizer, gives the farmer ease of mind.
Supporting films
Sustainability
Young Lara Frenk, 16, is the main character. The father is supporting. Lara goes to high school and is very interested in environment protection and sustainability. She has different proximity to food and certain morals like not throwing food away because of her family being into agriculture, she knows how much work is needed for a loaf of bread.
The Yara agronomist has a bi-role and explains how Yara support farmers in keeping their farm sustainable and compliant with environmental regulations. Yara’s nitrate-based solutions emit 18% less greenhouse gas per ton crop, compared to a simple urea program.
Template level1
Yara campaign
Growers for The Future
Concept:
The campaign humanizes the brand with real life stories promoting Yara’s sustainability agenda and the benefits of their fertilizer solutions.
Target audience:
French and German farmers
Aim:
Yara’s ambition is to be the crop nutrition company for the future. Based on this ambition and on key farmer insights such as the wish to ensure a sustainable future for the next generations of farmers, a creative concept was developed to guide all executions of Yara Nitrate-Based Solutions campaign.
Tonality:
The farmers struggle, hopes and dreams establish the emotional connection.
- Quote -
“When creating film based on real people - their stories, personalities and charisma becomes essential. Feeling our farmers, their struggle, hopes and dreams is what establish the emotional connection.”
Kasper Torsting, Director
Behind the camera
Two film crews in Germany and France
There is a need for harmonization in the way Yara position and communicate nitrate-based fertilizers as part of an holistic solution for different stakeholders, and a platform was developed to combine efforts in the new positioning, regulatory factors and demand generation (marketing campaign); to synchronize the actions and the communication.
This marketing campaign aims to retain and attracts farmers to nitrates-based products as backbone of Yara solution.
The campaign should position Yara, promoting the offer and benefits of nitrates-based products to influence farmers decisions towards purchase intend and value perception.
The campaign should establish a stronger emotional connection with the farmers.
SUNE LOLK
Producer and Line Producer
Reach out to Sune to learn more about this project or how we can help you.
sl@cphfilmcompany.dk
+45 30 23 77 29
leadingtheresourcerevolution_collection
Leading the Resource Revolution Campaign
Collection Division Film
Bottles and cans ending up in the wrong place cause sea pollution and waste in landfills that take hundreds of years to break down. TOMRA is transforming society’s habits to keep valuable resources in a continuous loop of use and refuse.
growersforthefuture_german
Growers For The Future Campaign
Germany: ´Portrait of a Farmer’
Story of a farmer & legacy. His joys and worries on succession. From parent to child, from farmer to successor. Describing the struggles, hopes and dreams responsible farmers have while feeding the world and protecting the planet for the next generation to come. The story is told in the own unscripted words of the German farmer Thomas Frenk, 43, 17th generation.
A personal speech to the next generation; his son, Tim Frenk, 8.
Supporting stories:
Based on the supporting character gallery, respectively the parent of the farmer, a child of the farmer and a Yara agronomist. Each film carries an individual focus point in regards to the Yara pillars of Efficiency, Profitability and Sustainability.
Copenhagen Film Company Contact
Producer and Line Producer
Reach out to Sune to learn more about this project or how we can help you.
sl@cphfilmcompany.dk
+45 30 23 77 29
growersforthefuture_hovedfilm
Yara campaign
Growers for The Future
Concept:
The campaign humanizes the brand with real life stories promoting Yara’s sustainability agenda and the benefits of their fertilizer solutions.
Target audience:
French, German, English, and Mexican.
Aim:
Yara’s ambition is to be the crop nutrition company for the future. Based on this ambition and on key farmer insights such as the wish to ensure a sustainable future for the next generations of farmers, a creative concept was developed to guide all executions of Yara Nitrate-Based Solutions campaign.
Tonality:
The farmers struggle, hopes and dreams establish the emotional connection.
- Quote -
“When creating films based on real people - their stories, personalities and charisma becomes essential. Feeling our farmers, their struggle, hopes and dreams is what establishes the emotional connection.”
Kasper Torsting, Director
Behind the Camera
Two film crews in Germany, France, Mexico and UK
In the casting process, we visit 3 preselected farms in each country. We casted the entire family to be able to consider, which family we should move forward with.
Two film crews followed respectively the farmer, the spouse, the parent of the farmer and the children of the farmer for three days from early morning to late night.