Together We Rise
integrated ad campaign
The Challenge:
Syngenta Enterprise Marketing needed a new unifying brand message to connect more emotionally with farmers across geographic regions, crop types, and product lines — a story that transcended simple product benefits and instead communicated shared values, trust, and long-term partnership. The work needed to resonate authentically with growers while scaling across multiple channels, from connected TV to print and digital placements.
The Insight:
Farmers don’t just want suppliers — they want real partners who understand the grit, persistence, and unpredictability of life in the field. Syngenta teams share that same mindset: showing up every day, tackling tough problems, and continually searching for better, smarter solutions to today’s ag challenges.
The Idea:
A visually distinctive split-screen concept that highlights the parallels between farmers and Syngenta employees (working side by side in spirit, facing similar obstacles, and driven by the same determination to never back down from the work). The core message: we understand your challenges because we live them too — and we’re here to help you every step of the way.
The Execution:
Anchored by a 60-second produced TV spot, this campaign leveraged the dynamic split-screen visual style to juxtapose real-world farming moments with Syngenta teams in the field. The initial video script concept and narrative direction were approved with minimal client revisions, reflecting strong alignment on the creative approach from the outset. The finished spot ran across connected TV and streaming platforms, and was further amplified through online video, social promotion, and use at industry conferences, meetings, and brand presentations. Integrated campaign extensions included print ad placements, digital display units, and paid & organic social media posts.
The Impact:
This creative approach resonated strongly with both the client and its target audiences. The commercial and supporting assets required minimal revisions during development, and the finished campaign was very positively received by farmer customers, retail partners, internal stakeholders, and the sales organization, with several key stakeholders noting the spot’s ability to bring viewers to tears.
This work established a clear, emotionally grounded enterprise brand message that easily scaled across channels while reinforcing Syngenta’s position as a trusted partner working alongside growers to solve their real-world challenges.