Pulses such as lentils, field peas, and chickpeas can be high-value crops providing good returns, but they also require a higher level of management than other field crops. Pulse crops are lush—growing with dense vegetation—making them susceptible to disease. Disease can devastate both yield and quality, which can have an economic and emotional impact on the grower. The risks are high, and growers look to mitigate those risks at all cost. Since Elatus is an excellent preventative fungicide, Syngenta was looking for a campaign to leverage its key promise: longer lasting disease control. Crops stay greener longer during the critical stage where yield is created, improving yield and quality.

Sometimes it’s hard to get at the heart of the matter. It requires imagination to tell the right story. Let’s face it, fungicides lack sex appeal. Brief in hand, our team brainstormed a variety of themes that would best capture—at a glance—the benefits of our client’s fungicide product. Leave it to us to find an unsuspecting way to spread the love.