#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. 

Embracing Your Inner Comedy Bug

The core of this initiative is an ongoing series of short commercials that are funny. 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 Pest costume.

Focus-Grouping

Favata directed the intense summer shoots with Jun and Phil severing as Directors of Photography, as well as editing the playful spots. Motionographer Anthony corrected the color. We conducted focus groups with CropLife America affiliates to gauge the reactions from different demographics. This feedback developed an initial rollout 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.