Cargill is one of the biggests agri-food brand.
For its first european corporate campain, they asked us to think about them not just as a big american company, making profits in europe, but as a real actor involved in sustainability and social issues.
The concept of the Redefine campain is to create a neologism from two different words that are not supposed to stand together. Then the graphic design comes to illustrate this new word in a conceptual way, relevant for Cargill's businesses and issues.
An additional graphic system, named "the guide wire" has been developped to make every supports coherent.
The campain has been thinked to be implemented by other case studies to come.
Here are a few tools at its launch time.