Concept:
The campaign humanizes the Yara brand with real life stories of the how the sustainability of Yara’s products has foundational impact on crops, farmers and the planet.

Target audience:
Latin American farmers.

Aim:
Yara’s ambition is focused on growing a climate positive food future that creates value for their customers, and delivers a more sustainable food value chain. 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:
Martin’s vulnerable yet hopeful story establishes an emotional connection with the audience.