Text THE GOODWINS
The Goodwins launches international campaign for KWS
Berlin-based creative agency The Goodwins has presented its first work for KWS, one of the world's leading plant breeding companies. With the international, integrated campaign, which will be played out on four continents, the company based in Einbeck/Lower Saxony communicates even more strongly than before its expertise in innovative, sustainable agricultural solutions and its role as a partner to agriculture worldwide.
The centrepiece of the global brand communication concept is a 90-second image film that addresses the connections between global crises, agriculture, consumption and the economy. It highlights how the problems of our time can only be overcome by working together. The campaign claim at the end of the film takes up this idea: "The future only works together". Supplemented by various key visuals, display ads and social media content, all the material is available to the regional markets in Latin America, the USA, Asia and Europe in a large toolbox to meet all regional requirements. All elements link to the central campaign hub on the KWS website, where the strategy, goals and concrete approaches are explained in depth. There, for example, the specific products are shown that demonstrate KWS' sustainable claim.
Sebastian Frese, Lead of Brand Management: "Climate change, growing world population, economic crises, ... our time is characterised by global challenges. Agriculture plays a central role in meeting these challenges. It is indispensable for feeding the constantly growing world population and at the same time has to cope with a multitude of demands: Stable yields despite extreme climate changes. Reducing the use of pesticides and fertilisers. Healthy and sustainably produced food at a fair price. This can only work if all stakeholders pull together. We must shape the change it requires together. Our ambition is to support our partners in agriculture with new crop varieties, more nature-friendly cultivation solutions and digital applications in such a way that they can successively respond to the challenges.“
"In order to be able to supply a growing world population with food in the future under dramatically worsening climatic changes, a rethink is needed by all parties involved: politics, industry, farmers and consumers," says Mirko Stolz, co-founder and MD Creation at The Goodwins. "We are pleased to support this courage for change by KWS with the jointly developed global brand communication concept. On the one hand, the great challenge was to present the complex, sometimes contradictory demands on agriculture, and the paths that KWS is taking for new and more sustainable solutions. On the other hand, regional differences in production had to be depicted at the same time."
The campaign was produced exclusively in Germany, with the support of a green consultant. 27km was responsible for the realisation of the film, directed by Leo Witte.
At KWS, the following were involved: Sina Barnkothe, Expert Corporate Communications / Sebastian Frese, Lead of Brand Management / Stephan Krings, Head of Global Marketing & Communications / Qingquan Wei, Marketing Specialist / Gina Wied, Lead of Corporate Communications.