Small but Mighty_Future of Asia Pacific’s Smallholder Farmers

MERIT Art Direction: Single
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Agency

Directors Think Tank Sdn Bhd

Client

Syngenta

Product/Service

Provider of agricultural science and technology

Brief

The purpose of this film is to inspire.

As a B-to-B communication, the intention is to create a corporate video that positions SYNGENTA as leaders in innovation and emerging technologies for smallholders and farmers, allowing them to be competitive and future-ready. ?
While we can demonstrate the technologies already at hand (to some degree), as this will be a 5-to-10 year journey, some of the technologies that SYNGENTA will be responsible for implementing may not yet exist. And therefore we can’t actually show them.

To me, it is more IMPORTANT to position SYNGENTA as THE company that cares for smallholders and thinks on their behalf - to enable them to improve their livelihoods and to do so in innovative ways.

Solution

In order to create a corporate video that is unique and inspiring,  we should tell a personal story of how a smallholders’ journey is impacted by the programs and technologies that SYNGENTA has implemented.

By focusing on the benefit to the end-user, we position SYNGENTA as a caring, innovative and essential player in the farming ecosystem.

Many companies may shout about their technologies and chest-thump, but who does all this truly benefit?

By tell a more meaningful story focused on SYNGENTA’s impact on smallholders and communities, we can show that SYNGENTA cares about the little guy. Literally.

Credit

Agency: Whitewords Creatives Sdn Bhd
Executive Creative Director : Sandy Lai
Art Director : Rachel Poon

Director: Maurice Noone
DOP: Shahrul Nazim
Producer: Gray Loi
Editor: Boyd See
Art Department: Rachel / The Ah Department
Miniature Artist Team: Khals / Grid64 / Showcase by Tiffany / Ng Ee Pfen / Wong Seng Chea
Post: Tank3
Music: Tank Music Asia