Small but Mighty_Future of Asia Pacific's Smallholder Farmers
9. Craft Kancils [9.13a Art Direction: Single]
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Links:
https://www.youtube.com/watch?v=1PEXEsoLLH0
Product/Service:
Provider of agricultural science and technology
Client:
Syngenta
Brief:
The purpose of this film is to inspire.
As a B-to-B communication, the intention is to create a corporate video that positions SYNGENTA as leaders in innovation and emerging technologies for smallholders and farmers, allowing them to be competitive and future-ready.
While we can demonstrate the technologies already at hand (to some degree), as this will be a 5-to-10 year journey, some of the technologies that SYNGENTA will be responsible for implementing may not yet exist. And therefore we can't actually show them.
To me, it is more IMPORTANT to position SYNGENTA as THE company that cares for smallholders and thinks on their behalf - to enable them to improve their livelihoods and to do so in innovative ways.
Solution:
In order to create a corporate video that is unique and inspiring, we should tell a personal story of how a smallholders' journey is impacted by the programs and technologies that SYNGENTA has implemented.
By focusing on the benefit to the end-user, we position SYNGENTA as a caring, innovative and essential player in the farming ecosystem.
Many companies may shout about their technologies and chest-thump, but who does all this truly benefit?
By tell a more meaningful story focused on SYNGENTA's impact on smallholders and communities, we can show that SYNGENTA cares about the little guy. Literally.
