Whether you're a proud grower or a satisfied shopper, when you #GiveaCrop you're saying that youre not afraid to have the talk about the produce you love and the pests you don't. 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. Using slapstick humor, clever metaphors, and a bit of sexual innuendo, we wrote a variety of sketches that grabbed the attention of consumers and policy-makers.
We partnered with CropLife America on a new marking campaign designed to start a dialogue about pesticide use and encourage people to #GiveaCrop.
Embracing Your Inner Comedy Bug
Several of the spots feature a Pest, a man-child-type character 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. And a follow-up series compared the use of pesticides to other essential tools for the job. Justin wrote the scripts for the long-running campaign, while Sarah, Favata, and Alexandria cast and directed the actors. 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.
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.
A Microsite For Macro-Impressions
As the original Pest mascot grew in stature, he was immortalized on the #GiveaCrop logo. He made cameos in a subsequent (and crowd-sourced!) series, and he was even made into a bobble-head! The Pest, as well as the supporting campaign visuals, wrapped countless social graphics, GIFs, memes, and other ways of offering factoids and debunking the many myths surrounding the crop protection industry. Laugh. Learn. And share. And remember these tactics for your next industry-wide campaign.
James specializes in exploring new avenues, and who knows, together you may even end up off the map.
Sarah is as passionate about her love of television and video as she is about her love of sandwiches, which is to say – quite passionate.
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's unmistakable style makes otherwise flat statistics and images burst with excitement and life.
Jun Young Yang
Jun has been traveling everywhere (including a place called Anguilla) to document special events and create unique images for clients.
Under his calm exterior, Anthony is simmering with big ideas and a bottomless reserve of the latest industry trends.
Helena is Senior Vice President of Client Services. She also speaks five languages- about four more than the rest of us.