BAYER CROPSCIENCE - GOOD PROBLEMS TO HAVE

Product
In the presence of disease, Proline offers a yield advantage by providing broad-spectrum disease control. 

Insight  
For corn growers, it’s all about maximizing harvest. When you achieve that, everything else is good. 

Idea
If using Proline always pays off for a grower, what does that actually mean? What’s the impact of a really good yield on the harvest process, and on his business? Even though there might be some unexpected challenges, they’re good problems to have.

We wanted to demonstrate these good problems in a unique way that showed how proud farmers are of them when they are getting the most return on their investment. By creating this on clothing we’ve achieved this statement and reinforced it. 

The goal of the second part of this campaign was to get as many of our farmer target market wearing these clothing products to show off the proud good problems they can have if they use Proline on their crops; this also helps reinforce our concepts messaging. These clothing pieces also work as walking name recognition for the brand. We blew our expectations out of the water with this one with more then double the expected orders for the shirts.

 Role: Concept, Art Director, Designer   
Copywriters: Scott McKay, Jared Friedberg
Creative Director: Scott McKay

PRINT ADS

Placed in magazines such as Better Farming, Ontario Grain Farmer, and Country Guide East.

I directed this shoot in the winter as it posed a challenge due to the seasonal aspect of the growing season for corn being June/July. We were looking for positive body language and ‘real’ men to portray farmers in their work setting. I chose to hide the eyes as they become a very identifiable human characteristic and I wanted the focus to be on our proud messaging on the clothing. The image was shot in studio with the background being added in. I directed a wonderful CGI artist to create our slogans to look realistic as if they were printed/created directly on the clothing. They effect with all of these different pieces coming together was very successful.

BIG BOX FLASH BANNER

Drives to landing page to obtain free Proline Good Problems T-Shirt.

INTERACTIVE DIRECT MAIL PIECE

Drives to landing page to obtain free Proline Good Problems T-Shirt.
Slider is pulled along to change T-shirt messaging 3 times and also reveal CTA.

LANDING PAGE

Fill out form to receive free Proline Good Problems T-Shirt.

T-SHIRT DESIGNS AND HANG TAG

Hang tag to encourage T-shirt receivers to Tweet.

BAYER CROPSCIENCE - TRILEX EVERGOL FLASH BANNER

Trilex EverGol is a new seed treatment for farmers. It offers better disease control and improved overall plant health.

We came up with a creative flash banner that really hits the nail on the head when it comes to communicating plant health. The strong heart made out of roots resembles plant health at it’s finest with the help of Trilex EverGol. With only being provided with one flat jpg image to work with and a limiting budget, I was able to bring the creative to life in the concept and animation. This is one of many banner executions that I did across multiple agricultural websites, including Bayer CropScience.ca.

 Role: Concept, Art Director, Designer   
Copywriter: Jill Mack
Creative Director: Scott McKay

300X250 FLASH BANNER

BAYER CROPSCIENCE - PROLINE

Proline is the leading canola fungicide for sclerotinia control. The objective was to raise awareness of the risks and severity of sclerontinia in order to communicate the important role Proline plays in securing canola yields and profits.

In farmer’s eyes, sclerontinia is often referred to as the Pirates of the Prairies. We created interactive flash banners that allow the user the engage in a fun and powerful way, letting them take down the Pirates of the Prairies with a cannon (representing the power of Prolines defense). The creative was very highly received and created a lot of talk and buzz amongst growers and within the agency. This is one of many banner executions that I did across multiple agricultural websites, including Bayer CropScience.ca.

 Role: Concept, Art Director, Designer   
Copywriter: Jill Mack
Creative Director: Scott McKay

300X250 FLASH BANNER

ILLUSTRATED ICONS

These icons were used in an agricultural timeline that I designed.