Bayer Crop Science – NYC Innovation Summit
KEY INSIGHT: Sustainably feeding 10 billion people by 2050 is a straightforward goal. Accomplishing it is not.
ROLE: Creative Direction (team included copy, art, motion, 3D, emerging tech) Art Direction
“We received feedback to the effect of, ‘We have never seen anything like this before,’ raising the bar for how to tell the ag story.”
— TOM ARMITAGE, GLOBAL HEAD OF COMMUNICATIONS
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Sustainably feeding 10 billion people by 2050 is a straightforward goal. Accomplishing it is not. Bayer had a critical communications challenge on its hands if it wanted society, media and investors to comprehend—and ultimately appreciate—its vision for getting there. They needed to define “Regenerative Agriculture” for the industry, and clearly connect it to the complicated and interwoven technologies that make Bayer’s innovation pipeline uniquely capable of achieving it.
Bayer clearly had a vision for the future of agriculture. So, we simply needed to give that vision to their audiences. Literally. We turned the clock forward to 2033, and took investors and media on a tour around the globe, visiting farms of the future to show them how transformative technologies like BioTech, Breeding, Molecules, Microbes and Digital will work together to transform the way farmers grow, and revolutionize the way the world feeds itself.