Context:

Bayer manufactures potato products for Canadian farmers to protect their crops from diseases and ensure profitability.

Problem:

While these products are highly effective, farmers are busy people with little downtime to research them.

Solution:

Farming is complicated and unpredictable, with factors like weather and disease that can wipe out entire crops. People who choose to farm are passionate about what they do, and in many ways, their farming is their art.

We took this insight and used it to create a print campaign which used art metaphors to quickly and simply communicate the benefits of Bayer’s potato products to farmers. Then we ran the pieces in popular farming magazines to make sure they reached our target audience.