Turning a tricky regenerative farming brief into a day on the farm, with a few laughs along the way.
ROLE
Lead Creative
‘Can you get Gen Z excited about our regenerative farming commitment?’
(Honestly, they spoil me with these tantalising briefs, don’t they!)
On Gen Z’s list of things to get excited about, regenerative farming sits somewhere just below tax returns. Most of them knew next to nothing about it.
So we thought, rather than that being a problem, why not make that the solution?
By having them get stuck in on a farm, learning, and having a few laughs along the way.
Comedian and Love Island commentator Iain Stirling is joined by TikTok creators Ayame Ponder, Arthur Hill, Charley Marlowe and Jack Remmington, to help ‘Chip in’ at a McCain farm using regenerative farming practices.
Teaming up with McCain farmer Zara Dorrington, the campaign helped these creators (and the audience) discover more about regenerative methods.
Each creator also made content for their own channels for each of our proofpoints.
“This is the wildest campaign I’ve ever seen and I never want any of your videos to stop please.”
@MAX_BELEDGE
