How do great projects begin? They start with the client's words: "We want to stand out." This is especially true when the client is a leading player in the agrochemical market. So...

Where Did It All Begin?

Syngenta is a global leader in agricultural science and technology, and they have been our valued clients for a long time. They recently approached us with a new challenge: introducing their latest product, Orondis Ultra, to the Ukrainian market. This fungicide is designed to protect vegetables and grapes from diseases, and what makes it stand out is its unique blend of two active ingredients that provide complete plant protection both inside and out. As a result, it has a long-lasting effect that is not affected by weather conditions. It's an excellent product that deserves a strong presentation to farmers.

Farmers are practical people, and agrochemical companies know this well. They try to sell their products to farmers by using clear and concise language highlighting the product's characteristics or simply emphasizing its reliability and effectiveness. However, the focus is usually on how the product will benefit the plants without considering the people who care for them.

Let's Look at It From a Different Angle

We have found plenty of facts about farmers through our agency's various projects in this category. We have directly talked with people working in the fields and concluded that farmers are exceptional multitasking hard workers. They have many responsibilities, including purchasing materials, maintaining the fields, negotiating sales, and managing logistics.

Crop problems arise due to insufficient time for other vital farming tasks. Fortunately, our product offers a solution by eliminating the need for extra crop processing and cure them. This enables farmers to focus on other essential work processes, which is the primary advantage of our product. Don't you think it makes perfect sense to discuss this benefit with them directly?

Instead of targeting plant specialists, we approached our audience as individuals with their plans, issues, and worries. This is how we developed a creative framework that could capture all the essential elements of a farmer's daily routine while showcasing our product's primary advantages, such as its resistant action, rain resistance, and safety features.

ORONDIS ULTRA IS ON THE FIELD WHILE I TAKE CARE OF EVERYTHING ELSE

To achieve this, we developed a modular slogan, where the first part remains almost the same, and the second part speaks to different things that concern farmers. At the same time, each text variation has a simple idea: Orondis Ultra doesn't just protect plants; it "covers" the farmer while they carry out other important tasks.

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Cool Solutions Are Right Under Your Nose

We had these concepts and visual ideas in mind and shared them with our designers. Creating illustrations for the presentation is the usual part of the process. This was done so that the client could visualize what the final solution might look like.

Our designers always put in their full effort. When they presented their results to the team, we were so impressed that we couldn't help but smile. It looked amazing, like it was ready to go to print immediately. We were thrilled to show the sketches to the client.

After we showed the sketches to the Syngenta team, we were surprised that our excitement wasn't just a smile. They loved the illustrations so much that they used that style for the entire campaign. The style was crafty and human-centered, making it easy to implement and scale across various platforms and channels.

The campaign's outcome was a series of banners, posts, short videos for social media, and clever stickers for messaging apps. These stickers allowed Syngenta's clients to add some personality into their conversations about serious agricultural matters because, let's face it, farmers are practical people. However, they're also humans 🙂

Max Burtsev — Сreative Director;
Olya Burtseva — Account Director;
Lera Tkachenko — Account Manager;
Oleh Mysyagin — Strategist;
Yulia Nahorna — Art Director;
Yevgeny Babanin, Dmytro Alimov — Designers;
Dasha Starko, Olya Shevchuk, Alina Herasymchuk — Copywriters.