The agriculture of tomorrow is on the road

For Bayer, we designed, developed, and organized Agrievolution, the roadshow that, step by step, has showcased the evolution of agriculture to farmers and industry stakeholders, highlighting the new challenges the sector will face in the future.

The challenge: positioning Bayer as a true partner for those looking to the future of agriculture

Bayer’s challenge, at the briefing stage, was to organize a traveling event that would present Bayer as a partner to the agricultural world and as a voice capable of shaping the future of agriculture.

The idea: discussing the future in places of the past

To meet the set objectives, we created ‘Agrievolution’. After naming the event and establishing its visual identity, we shaped the concept. First, we thought about the locations: our idea was to host the meetings in agricultural museums across the country. Then, we focused on making the event more engaging and appealing, deciding to organize a panel discussion with three different voices: a journalist, a representative from the scientific community, and one from academia. This is how Agrievolution took shape.

The execution: 6 stages imagined, organized, and coordinated

Agrievolution was an event that brought together different divisions of the agency. The copy and art teams created the identity, the events division handled the organization and setup of the 6 stages, the digital team developed the dedicated website, and the social and digital PR team followed the roadshow from start to finish, sharing updates across multiple channels.

The results: 6 stages, thousands of farmers involved

stages

speakers

413

tweets just
from the first stage

215k

reach of
the first stage

1970k

impressions for
the first stage

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