Tendovo Product Launch Campaign

Farmers face a world of pressures these days. There are financial pressures around the business of farming, personal pressures as they try to build legacies for their families, and climate pressures with a rapidly changing environment. But the most frustrating pressure a soybean farmer faces, hands down, are weeds.
Weeds are the ultimate challenge for farmers in the field. Weeds steal sunlight, water and nutrients from the crops they invade. Weeds lower a farmers' yield, the amount they are able to harvest and sell, and for an agricultural professional, they make fields look unkempt, even from a distance.
Farmers have a multitude of weed control products to choose from and farmers are typically loyal customers to brands that work. Syngenta, one of the world's leading crop protection brands, wanted to introduce their newest weed control solution, Tendovo, and wanted it to stand out among competitors. Our deep understanding of what drives farmers, what they care about, and what they respond to, helped us create a unique and effective campaign for the product launch. We wanted to catch farmers' eyes by showing them what success really looked like, in the field, and even in the rows, where they toil every day.
We called the campaign "One Clean Row at a Time," an interactive and highly visual project, powered by email, encouraging farmers to take and share photos from their fields, of their rows, showing how effective Tendovo was for them. We created a dynamic gallery for farmers and retailers to see photos, share their stories, and give feedback. Because farmers know their farmland so well, down to the dirt itself, users could filter the gallery by relevant criteria like state, crop, and other specifics.
The advertising creative and key art brought the whole story to life in a simple, elegant, and confident way. We showed soybean plants in early growth, and manicured rows, forming the product tagline in a highly accurate and stylish photo-illustration. The quality and originality of our creative work helped fuel the strategy behind the UGC campaign, ensuring success, and earning kudos from our client and their customers.