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.

Directors: Charlie Fisher, Uffe Truust and Kasper Torsting (Overall Concept)
Producers: Sune Lolk, Jonas Koop, Hanne Vagner
Cinematographers: Andrew Grant-Christensen and René Strandbygaard
Editors: Melissa Pauline Maegaard Olsen, Christoph Nagel, Jens Høll

Yara Campaign

Mexico Campaign

View Mexico Version

Yara Campaign

UK Campaign

View UK Version

Yara Campaign

German Campaign

View German Version

Yara Campaign

French Campaign

View French Version

- 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.