A considered choice

Given:
Powerful Pioneer seed genetics and reliable Corteva agro support at every stage.

Find:
A non-trivial idea to tell about all this in the context of this sowing season.

Solution:
Videos with a frog!
But let's talk about everything in order.

Action 1. Take the warnings of farmers and divide them into main and secondary ones
Ukrainian farmers are not uncles in straw hats and dirty overalls (if there were still those who thought so), but serious, strong and practical people, devoted to the land and a good harvest. They think in terms of efficiency and profits and value reliable partners who help them achieve this. They coped with the challenges of wartime and learned to work in blackouts.

Farmers know how to live with different weather conditions and unpredictable situations (which we talked about in the previous communication), so now these are their secondary problems. However, this sowing season they have new major concerns: how to sow the fields in a way that optimizes costs, and also gets a good harvest and a guaranteed income?

We have an answer, confirmed by 30+ years of work in Ukrainian fields, constant research of seed hybrids and effective cooperation. That is why the partnership with Corteva is consistently effective. And it was worth reminding farmers of this so that they do not succumb to impulsive decisions and do not harm their harvest.

Action 2. Increase creativity
To avoid clichéd solutions with “the best products” and “the most reliable cooperation”, we decided to tell the agarics: if you are already hesitating, then choose thoughtfully. Weigh all the benefits and risks. And choose Corteva. Because:

Action 3. Add a frog and inner voices
And how to deal with fears? Laugh in their face!

Using this formula, we invented a field frog, which sometimes suffocates everyone a little, and gave the farmer's inner voices physicality. After all, when a person is worried, afraid and thinks, he conducts a dialogue with himself. So on the shoulders of the main character of the videos - the farmer - our small, but such important heroes appeared: Doubt paired with the Frog and the Voice of Reason.

“Doubt inclines the farmer to the fact that somehow it will happen, buy something, right? What's the difference. And the Voice of Reason calls for thinking twice, analyzing all available options and choosing the most optimal and proven effective one - making a balanced choice!” — says Сreative Lead, Olena Tyshchuk.

So what will our hero choose: a fleeting impulse or a considered, deliberate decision?

And while the rational is presented in a light and somewhat ironic way in the video, in the visuals we cut out everything superfluous and left only the considered. Because farmers, although ready to laugh at themselves, still remain practical businessmen.

*No frogs were harmed during the filming of the videos.