Strategy / Concepting / Creative Direction / Writing / Producing
Nutrien is the world’s largest provider of crop inputs – including fertilizers. The problem is demand for these fertilizers, especially potassium, (which is referred to by its element symbol “K” by farmers) is too often sporadic. That’s because farmers will often delay application until prices come down – wrongly believing it will save them money.
The eKonomics program, which I created from the ground up alongside PotashCorp’s chief agronomist, builds a business case for K purchases, regardless of short-term pricing. It was an ambitious effort that involved a newsroom approach to content development, custom apps and a sophisticated hyper-targeting digital ad strategy.
Interactive Ad Examples