The #GiveaCrop campaign has remained one of CropLife America’s most visible awareness tools, colorfully using unconventional humor to grab the attention of consumers and policy-makers. And, over the years, the initiative has pivoted to not just talk about crop protection, but also activate new crop protectors. But how do you bring these “agvocates” into the fold?
Direct the Pest Contest
A political ad featuring an insect running for office. A Family Feud-inspired game show pitting Team Pests against Team Crops. A PSA featuring a scheming bug that disguises himself as an apple to go on dates with other produce using a produce dating app. Yeah. Sometimes the best ideas are not our own! We were laughing out loud to continue our partnership with CropLife America and its ongoing #GiveaCrop campaign. This year, we called on the masses to submit their best commercial ideas becoming a case study in crowd-sourcing your next crowd-pleasing campaign.
Agvocating Since 2016
If You Build it, They Will Built it, Too
Inspired by the “Made the Johnsonville Way” staffer-created ads, we called upon CropLife America's agvocate companies and employees with a contest announcement video featuring the #GiveaCrop Pest mascot himself. We wanted the video to be be informative, but also capture the iconic tone of #GiveaCrop for those less familiar with the oddball campaign. With the promise of a walk-on role in front of and / or behind the camera and a trip to Florida for the big debut, agvocates submitted their best, brightest and most bonkers ideas.
Agvocates Got Talent
A top-secret panel of jurors reviewed the concept submissions, which included written briefs, storyboards and even full-blown scripts! Each entry carried with it its own distinct charm and fresh angle to the existing campaign. Ultimately, four lucky winners were selected for their creativity and passion for giving a crop. Justin refined the concepts to light-heartedly touch upon timely themes, including the use of technology on farms and the upcoming mid-term elections.
Building a Pest-Filled World
The winning ideas called for us to expand the pest world in major ways. “The Pest” now runs for office! He has a wife! And kids! And a cell phone!! Dylan scouted and secured new locations while casting new faces (and some returning ones for the campaign’s diehard fans). Tiffany designed new costumes for farmers, crops, bugs and bugs that dress like crops. Favata returned to direct each episode with Jun, Phil and De’von rotating as DP.
Franchising Pests
During each shoot, the commercial creators were brought in to observe, consult or even guest-star in their own masterpiece. Justin, Jun and Anthony cut together the new series, which premiered at the CLA and RISE 2018 Annual Meeting before being released online. While outsourcing your marketing ideas to outsiders sounds like it could be a big hornet’s nest, it could actually be the bee’s knees! If done right, you may find yourself with a bigger fanbase, better ideas and a new perspective on your own mission.
James Favata
James specializes in exploring new avenues, and who knows, together you may even end up off the map.
Jun Young Yang
Jun has been traveling everywhere (including a place called Anguilla) to document special events and create unique images for clients.
Justin Kelly
Justin Kelly brings an emotional fluency to our scripts that help us continue to deliver the wow factor that our clients have come to expect. He's always simmering with big ideas and a bottomless reserve of the latest industry trends.
Tiffany Lewis
Tiffany's unmistakable style makes otherwise flat statistics and images burst with excitement and life.
De'Von Wellesley
De'von has a diverse background; from filming in night clubs to fashion models and music videos.
Anthony Jacoway
Under his calm exterior, Anthony is simmering with big ideas and a bottomless reserve of the latest industry trends.
Helena Lehman
Helena is Senior Vice President of Client Services. She also speaks five languages- about four more than the rest of us.
James Loizou
Perhaps best epitomized by his signature red sneakers and tie, James Loizou thrives between the worlds of "the creative" and "the business."
