Agriculture, Creative

Behind The Scenes Of A Full Brand Refresh

Behind The Scenes Of A Full Brand Refresh

We had a chat to Redhanded’s newly appointed Creative Director Vanessa Cook to find out about what goes on behind the scenes of a shoot

You walk into work, and a brief is sitting on your desk…  

Incitec Pivot, our new fertiliser client, briefed us to create a new campaign that included a suite of content for their brand refresh launch. We wanted to produce content we could use in multiple formats and on a number of platforms, from digital to social, to TV and print. Big brief !

Talk about integration… !

It was important to us we maintained a holistic approach to the brief, people from all different and diverse skillsets coming together to solve the problem. So, everything could be part of the same ecosystem and we could bring content that’s both relevant to the consumers and true to the brand, and of course in the right place at the right time.

Let’s talk numbers. You’ve now produced a brand manifesto, two 15 and 30 second TVCs, 4 product TVCs, 15 interviews resulting in 10 case studies, and loads more. How much time went into this? 

We were a team of six, out for two weeks. First, we went around Victoria for a whole week, interviewing six farmers, and then up to the bottom of Queensland, then New South Wales and back to central Queensland. We traveled close to 3000 KM, stopping in 12 rural towns and speaking to 15 farmers. We collected 230 hours of footage and over 15,000 stills images.

 

That is some dedication! Why did you feel the need to get so much content?

For one, we wanted variety. We wanted to explore as many types of crops, pastures diverse landscapes and the people as we could, and we were lucky enough to visit farms with sheep and cattle, wheat and barley crops and then loads of sugar cane fields, pumpkins, onions, and carrots. We wanted to see our products in action in as many different settings as possible, but most importantly we wanted to meet as many real customers as we could find.

So no actors or stock footage in this shoot?

Absolutely none! Everyone we spoke to is a farmer and an IPF customer. We wanted real opinions and stories, because people from the country are tuned in to the bull****. We wanted to keep the narrative honest and authentic.

Highlight of the shoot?

It might sound cliché, but on our final day we truly closed in style. The last farmer we interviewed was the kindest man, and his farm had all these contrasting red soils and crops, so it was a pretty spectacular all on its own, but we finished shooting just as the sun was setting, so it was a bit surreal.

…and the not so good moments?

One day we got so caught up with shooting and interviewing farmers that we didn’t realise it was past the sheep’s bedtime, and the poor farmer had to round them up using the headlights on her motorbike. We felt so bad!

What are some things people would be surprised to find out about?

We woke up most mornings between 3:30 and 4:30 am, to get the perfect sunrise light, but also to not disrupt the farmers’ daily routines.

But more importantly, we got to play with lots of dogs, which is always a bonus in any job!

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