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
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