BASF’s agriculture division already had a strong brand platform: That farming is the “biggest job on Earth.” So we set out to make it work even harder.
We kicked off our proposal with a declaration of precisely what that means (confidently read by our creative director).
Our campaign puts the spotlight on the small details that make all the difference for farmers doing The Biggest Job On Earth.
Each print ad includes a QR code that zooms out beyond the small details and shares information on the bigger picture.
