Brevant Seeds is the European product division of Corteva Inc, a US based agriculture company merged from DuPont and Dow Chemicals.
They launched in 2018 and as a new brand to the EMEA market, they required a campaign that cut through all the traditional, very dry and science focussed, agriculture media.
We produced a creative framework based around the emotional relationship between the farmer, their job of farming, and the Brevant product range. It was recognised that farmers are up at dawn, they work long days, and the yields their crops produce dictate their livelihoods. If the crops produce low yields, it can impact the family household. As such, farmers have an incredibly strong emotional connections with their jobs.
To capture this emotion in the Brevant launch comms, the headline IF YOU LOVE SEEDS, YOU'll LOVE BREVANT was created and supported with the internationally recognised heart hands symbol.
Brevant Russia
As the Russian market launched ahead of the main EMEA rollout, they needed to develop the year 1 comms platform in to a more product-centric year 2 comms ahead of other markets.
Whilst retaining the emotion from the year 1 comms platform, we developed 3 new creative routes focussing around the yields of the crops.
The local market decided to move forward with route 2, the emotional option displaying a farmer with child.
Using stock photography, we developed press ads for each of their main crops (corn, sunflower, rape), plus a combined visual with all 3 crops. They also required an OOH 48 sheet utilising the combined 3 crop visual.
Headline:
IF YOU LOVE HIGH YIELDS, YOU'LL LOVE BREVANT
Subhead:
BREVANT SEEDS. TRIED AND TESTED IN SOUTHER RUSSIA
Body:
Our cutting-edge hybrid seeds are designed to suit your local conditions and consistently deliver for you and your family, year after year.
Brevant France
One of the innovations from Brevant is their Easy Open Seed Bag. Traditionally most seed bags opened from the top, which meant opening the bag with a knife and having to lift the heavy bag to pour. This presented safety issues as well as possible wastage from uncontrolled pouring. The answer; a tear strip at the bottom of the bag.
The French market briefed us to produce a 4 page A4 leaflet promoting the seed bag and ACTISEED, one of their local products.
Brevant Germany
The German market had a plethora of upcoming events and so brief us to produce a PowerPoint event template they could email to their attendees.
