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Challenge

2018/19 was an impactful year for Pioneer Hi-Bred Limited as they became part of the Corteva organization, the result of the merger between DuPont (including DuPont Pioneer) and Dow to form Corteva.

This impactful TV spot was developed to celebrate the new corporate identity and inform growers in western Canada about the change. As Pioneer is one of the most iconic brands in agriculture (in Canada and globally), care was taken to ensure that we celebrated the pioneer brand while communicating the benefits that the new company brings to growers and other industry stakeholders.

The TV spot was executed as part of an integrated campaign, designed to raise awareness of Pioneer’s role within the new Corteva organization.

 

Solution

From a creative perspective, we sought to tangibly and show the many benefits that Pioneer will bring to growers as part of larger, deeply resourced Corteva organization

The spot uses Pioneer staff — sales reps, researchers and agronomists ion action int he field. New footage was captured, showcasing the many faces and ‘spaces’ of Pioneer.

An impactful voice-over and music were used to enhance the emotional quotient of the spot.

 

Results

The spot played an integral part in Pioneer experiencing a smooth transition into the Corteva organization. Feedback from Pioneer sales reps, agronomists and growers was all extremely positive. The spot was also recognized globally within the Pioneer organization by senior management for its quality and adherence to corporate strategy.

Pioneer achieved over 4,000,000 total impressions with this spot.

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