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Agrimarketing : February 2009
BEST OF CAMA • 2008 CANADA’S2008BESTOFSHOW G by Jane Robinson, AdFarm reat people. Insightful ideas. Open minds. It’s a successful recipe for pushing the limits of creative approaches and it’s just the kind of partner- ship that AdFarm and Bayer CropScience Canada have been working together on for the past 20 years or so. After all that time together, fresh ideas still keep rising to the top. The 2008 Best of CAMAbrought two of those ideas to Best of Showwins in the “Marketing andAdvertising Campaigns” and the “AdvertisingVehicles” categories. CREATIVE PARTNERSHIP The process for building innovative campaigns and cre- ative approaches isn’t really unique. It’s the players involved—agency and client side—and the shared trust and respect that builds a partnership that brings energy, satisfaction, and maybe the odd award, to the team. At AdFarm, it’s driven by the ever-present charge to dig deeper, uncovering valuable insights that will res- onate with the audience in a memorable way. “Great ideas don’t always fit in a client’s comfort zone,” says Francesco Piccioni, Art Director for both Best of Show wins, working at AdFarm’s Guelph, ON, office. “It takes a great client to take the risk and give us the latitude to create innovative ideas that make a difference.” In theworld of crop protection in Canada, differentia- tion is a tough job with hundreds of choices forweed, insect and disease control. “Weconstantly need betterways to help our products get through to amoment ofmind space with growers,” says Derrick Rozdeba,Manager, Integrated Communications for Bayer CropScience in Canada. “We want to stop them, intrigue themlong enough to be a strong consideration, and ultimately change behavior.” Light years ahead. The first new mode of action in cereals in more than 20 years. New Infinity™ represents a giant leap forward in broadleaf weed control. Infinity belongs to an entirely new group of herbicides (Group 27) that provides superior control of the toughest weeds in Western Canada – including Group 2-resistant weeds. It is a simple and flexible broad spectrum solution that gives you infinitely better control in wheat, durum and barley. THE SWEET SPOT Landing on the big creative idea is a strategic operation at AdFarm. It’s a collaborative effort drawing on the client, account team and creative team. And it’s an approach that delivers great thinking and inherently more relevant, meaningful and impactful ideas. For the Best of Show Titan Fries creative, the dig- ging deeper insight focused on the visceral loathing farmers feel towards insect pests. The problem was depicted to the extreme—a fast food French fry contain- er brimming with wire- worms. “The hidden beauty of the Titan creative is that it’s gross, it gets noticed and it’s easy to understand,” says Rozdeba. The creative was directed at Alberta potato growers where wireworm is a recognized problem and the majority of potatoes are destined for fries. The sweet spot for a revolutionary new cereal herbicide, Infinity, came after in depth discussions with Bayer CropScience staff about positioning the first new mode of action chem- istry for cereals in 20 years. “Light years ahead” emerged as the best way to celebrate the innovative technology for western Canadian cereal growers. And the farmer astro- naut was born. Explore more at Lightyearsahead.ca BEST OF SHOW,BEST IN SALES “The Best of Show win for our Infinity herbicide launch was a wonderful surprise,” says Rozdeba. “It’s great to get the recognition from the industry.And this was topped off when we learned that Infinity was the most successful first year launch of a cereal herbicide in Western Canada in terms of sales. “Those two events don’t happen by accident.We Bayer CropScience Canada’sBest of Showwinner forMarketing and Advertising Campaigns “The ideas we bring to the client are always pushing the envelope,” says Piccioni. “We push ourselves to come back with creative concepts that are recognized because they are different—looking for non-traditional ways to demonstrate the insights we gather as part of the creative process.” 54 AgriMarketing s January/February 2009 push hard for unique thinking.We are challenged right back fromAdFarm. And because we respect each other’s strengths and insights from our perspectives…innova- tive ideas emerge.” For AdFarm, great work happens in partnership with clients. And the Best of Show recognition is an ode to a rewarding relationship between client and agency, and the constant push to deliver innovative, sometimes disgusting, solutions. AM Titan Fries’ Best of Showwinner for Advertising Vehicles Do you want fries with that? Protect your potatoes from wireworm with Titan, TM so you can have fries with that.
Marketing Services Guide