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.
As the Vice President of Creative at LAI Video, James offers his docu-style and motion graphics expertise to transform brands and campaigns. He’s won numerous accolades, including two Emmy® Awards as a Director, for his incredible storytelling and vision.
As Senior Producer & Project Manager, Sarah Wides handles some of our largest projects and oldest clients. Her attention to detail, passion for video, and thorough production experience consistently generate incredible results.
As LAI Video’s Senior Writer and Editor, Justin moves people to action with his impeccable command of language and narrative. With a decade of experience in technical writing, editing, and project management, Justin balances detail and emotion to create award-winning videos.
As our Creative Director, team leader, and motionography expert, Tiffany embodies LAI Video’s innovative identity. Throughout her 12 years of extensive creative, strategic, and production experience, Tiffany has earned two Emmy® Awards and widespread industry recognition.
Jun Young Yang
Jun is the Director of Photography for LAI Video. His sharp eye and even sharper focus have earned him a reputation as an industry-leading cinematographer. He started his career freelancing before becoming a staple on the LAI Video team.
Anthony is LAI Video's Director of Technical Services and an integral part of our Emmy® Award-winning team. Depending where and when he is needed, you can find Anthony editing, animating, color-correcting, filming, directing, designing, or generally making our team better.
Helena is Leading Authorities’ Senior Vice President of Client Services, responsible for growing business among its clientele of national associations and corporations. During her 25 year tenure with LAI, she’s built relationships across diverse industry groups and identified common needs in content strategy and communications.