#GiveaCrop

LAI Video is excited about this one. We partnered with CropLife America on #GiveaCrop, a brand new campaign that hopes to start a dialogue about pesticide use and encourage people to #GiveaCrop.

CropLife America (CLA), which is also known as CropLife USA, is an organization which advocates for and promotes the responsible use of innovative, safe, and environmentally-sound crop protection products (including herbicides, fungicides, and insecticides) that are essential in the production of food, fiber, and renewable or alternative fuels. The #GiveACrop campaign was developed to start a conversation about the necessity and importance of crop protection to farmers. With a little humor we hope to get more people interested in learning about this complex, and serious topic. We all need to eat. But less than 2% of the US population is involved in agriculture. That’s why CropLife America believes it’s a really big deal to make sure conversations about environmental health and human safety include facts established by sound scientific studies.

Embracing Your Inner Comedy Bug

The #GiveACrop campaign was developed to start a conversation about the necessity and importance of crop protection to farmers. With a little humor we hope to get more people interested in learning about this complex, and serious topic. We all need to eat. But less than 2% of the US population is involved in agriculture. That’s why CropLife America believes it’s a really big deal to make sure conversations about environmental health and human safety include facts established by sound scientific studies.

#GiveaCrop. It’s more than a hashtag. It’s the satisfying crunch of spreading the word about crop protection. Whether you’re a proud grower or a satisfied shopper, when you #GiveaCrop you’re saying that you’re not afraid to have the talk about the produce you love and the pests you don’t. So go ahead, take a harvest selfie. Show us your bumper crop. And tag it like you mean it.

The core of the #GiveaCrop initiative is an ongoing series of short commercials that were both funny and light while still delivering an important educational message to the intended constituency. while still sharing an important educational message. Using both slapstick humor and a bit of sexual innuendo, we wrote a variety of sketches to grab the attention of consumers and policy-makers.

Several of the spots feature a Pest, characters so vile that he interrupts everyday scenarios. We all know that guy. Other spots focus on farmer-talk; farmers that have awkward conversations about using protection.

Video shoot for funny commercials
Costume design for pest in video

Pest Design

Justin wrote the scripts and inspired Sarah and Favata to cast the roles that would define a campaign.

After securing our pests, farmers, and background artists, we scouted real-life locations, including authentic office settings, farm, and baseball fields. We also purchased props and were lucky enough to have longtime cosplayer, Tiffany, design each original Pest costume.

Focus-Grouping

James Favata directed the intense summer shoots with Jun and Phil serving as the Directors of Photography, as well as editing the playful spots. Motionographer Anthony Jacoby rounded out our team and was responsible for correcting the color.

We conducted focus groups with CropLife America affiliates to gauge the reactions from different demographics to help inform how we launched and executed the campaign for maximum  creation and execution. This feedback was pivotal to the creation of this campaign and was used to inform and develop developed an initial roll-out plan for the campaign's launch. 

Funny graphics for marketing campaign
Pest mascot for microsite

A Microsite For Macro-Impressions

As the original Pest mascot grew in stature, he was immortalized on the #GiveaCrop logo. He made cameos in sub-series and was even made into a bobble-head!

But we are most proud to have built the microsite that is chock-full of graphics, GIFs, memes, and information that will debunk the many myths surrounding the crop protection industry. Laugh. Learn. And share. And remember these tactics for your next industry-wide campaign.