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Agrimarketing : June 2012
down a field," explains Janet Andersen, Senior Projects Manager. "The tractor seat even rumbles." DETAILS, DETAILS During construction Paulsen relied on Creative Surfaces for the minute details of the trailer from rounded corners for safety to intricate carvings of 3D designs. Creative Surfaces turned the Paulsen creative team's ideas into reality. "An important educational element within the trailer is a 3D replication of the stages of corn growth," Levitt says. "Bug boxes with sculptures of corn pests add intrigue and understanding of why farmers incorporate crop protection techniques to guard against pests." The team researched and found the most relevant bugs to use in the display. "Creative Surfaces took pictures of the bugs and sculpted them out of clay, cast molds, poured silicone bugs and then painted each one by hand and put them in a bug box," Marohl says. As Creative Surfaces began working on the outside trailer wrap, the Paulsen team was mocking up the inside exhibit. The team was tireless in evaluating every detail of the exhibit, even adequate elbow- room for visitors to move around. When space for the popular corn bushel display exhibit was in question, Sarah Wolfswinkel, Paulsen Print Buyer, worked with the vendor to come up with a solution to create a portable unit on wheels that can be transported in the trailer but rolled out at the event for more room. "It was definitely a collaborative effort from concept through completion," Wolfswinkel says. This display on wheels features field corn inside with a center core to show people what an actual bushel looks like. Kids can put their hands through holes in the plexiglass to dig for items in the corn related to how many things one bushel of corn can make. For example, there is a toy pickup with a tag that reads, "One bushel of corn can make 2.8 gallons of ethanol fuel." Not only did the team come up with unique educational activities for the trailer but they also developed a touch screen "Corn on a Mission" matching game and "Ag Rules" bingo game to feature at shows and to take to schools. Paulsen added functionality to the game develop- ments by helping the client showcase the games online at www.sdcorn.org. "We took that a step further and put the "Corn on a Mission" game on SD Corn's web site. Kids can play the web site version of what's in the trailer and there's also a video that tells the story of agriculture in a fun, modern way," Andersen says. Located near the touch screen game and tractor cab, a slideshow with farming history and facts was developed to entertain and inform parents who may be waiting for their kids. TARGET MARKET PROOF The "Amazing Corn Adventure" made its debut at the Sioux Empire Fair in Sioux Falls in August 2011 and was crowded with children and adults from start to finish. By the end of the show season, more than 1,600 children had gone through the "Amazing Corn Adventure," along with roughly 470 adults. "This has been a huge learning experience for kids who aren't on the farm," says Teddi Mueller, Legislative and Industry Affairs Director for SD Corn. "This trailer will allow us to bring ag to places that ag would never be seen." SD Corn has received over- whelming interest and requests to use the trailer at schools and youth events, and the organization delivers the "Amazing Corn Adventure" to South Dakota schools as an educational tool. "Working on this project was a great opportunity, and we really appreciate having the creative freedom and client trust to develop a project of this magnitude and creativity," Levitt says. "We believe in the work SD Corn is doing to educate everyone about farming and share their passion for healthy, productive land and crops." Bonus features: "Amazing" facts are sprinkled throughout the trailer. Here's an example: Amazing! Did you know corn can help clean the air? One acre of corn removes 8 tons of harmful greenhouse gas, more than that produced by your car annually. Corn fields absorb carbon dioxide and give off oxygen just like a rain forest. (Source: EPA) AM June 2012 Agri Marketing 29 A custom touch screen game called "Corn on a Mission," developed especially for SD Corn, is housed inside a one-of-a-kind, hand- carved and hand-painted fabricated corncob.
July August 2012