This was one of 4 ideas we pitched to Corteva. We’re still waiting to hear back on the selected route, But in the meantime I bloody loved it.

Zoral is one of Corteva’s latest winter herbicides. It’s flexible in a multitude of ways, application, crops, and other product usage. For farmers, that means they don’t have to be quite as flexible as normal. They don’t have to tie themselves in knots to apply difficult weed management programs.

To play into the irony – we juxtaposed yogic knots and poses with unlikely-looking farmers. This playful execution gives farmers the chance to see themselves, but also see something eye-catchingly out of the ordinary.

Art Direction, Concept