Respect the audience
Before telling farmers that Pioneer had changed we needed to acknowledge that farming had changed, too. Today’s farmers are astute businesspeople who run enterprise-level operations in the most complex industry on earth.
Demonstrate our credentials
We wanted to show Pioneer’s commanding role in R&D advances at a glance, instantly and impactfully.
The power of imagination
During planting and harvest, farmers listen to a lot of radio. So, we used radio’s theater of the mind to transport them to the research labs and test plots all across the country that make Pioneer, Pioneer.
Click play below to listen.
A website like they’ve never seen
To showcase a reenergized Pioneer, we reimagined what an ag website could be. We created a website heavy with computer graphic imagery to take farmers behind-the-seeds to learn about Pioneer’s game-changing R&D.
Demonstrating authentic understanding
The Pioneer brand is part of Corteva Agriscience. As a company, Corteva has a lot to say about how the organization is constantly changing and innovating. But Corteva also recognizes how farm life has changed. So, we created a podcast to discuss just that: “The Growing Debate.” Right now, it is the most honest and insightful discussion on the unique challenges modern farmers face every day.