Together We Rise
A nationwide campaign redefines Syngenta’s enterprise brand story, emphasizing partnership, trust, and shared resilience with American growers.
CLIENT: Syngenta US (Enterprise Marketing)
PROJECT TYPE: Integrated advertising campaign
SERVICES PROVIDED: Creative strategy, creative concepting, copy direction, scriptwriting, copywriting
Project Details
THE CHALLENGE
Our client Syngenta needed a new unifying brand message to connect more emotionally with grower and retailer customers. With a large target audience across a wide array of geographic regions, crop types, and product lines, this story needed to transcend simple product benefits and instead tell a story of shared values, earned trust, and genuine 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 challenges and demands of life in the field. Syngenta employees approach each day with the same “get to work” mindset that growers do, continually searching for better, smarter solutions to today’s agricultural challenges.
THE IDEA
To highlight the parallels between Syngenta employees and their grower & retailer customers, we developed a visually distinctive split-screen story to represent their shared experiences in the field. From early morning rituals and shop check-ins to boots-on-the-ground scouting, strategizing, and more, our two heroes work side by side in spirit; approaching their daily work with the same sense of determination and doing whatever they can to make the best possible decision for their crops. The core message we aimed to convey with this story was, “We understand your challenges because we live them too — and we’re here to help you overcome your obstacles, every step of the way.”
THE EXECUTION
The initial video script concept and narrative direction were approved with minimal client revisions, reflecting strong alignment on the creative approach from the outset. Once filming and post production work were completed and supporting assets were finalized, we launched our national campaign. Anchored by our 60-second TV spot, which ran across connected TV and streaming platforms, this integrated campaign’s extensions included online video, print ad placements, digital display, paid & organic social, and use at industry conferences, meetings, and brand presentations.
THE IMPACT
This campaign established a fresh, emotionally grounded enterprise brand message for Syngenta that easily scaled across channels while reinforcing their position as a trusted partner that understands its customers on a deeper, more personal level. It was very positively received by farmer customers, retail partners, client stakeholders, and the Syngenta sales organization, with members of Syngenta leadership noting the TV spot’s ability to bring viewers to tears. This emotive narrative illustrated that while farming isn’t for the faint of heart, having the right partners at your side and the right tools in your hand can truly make all the difference.
