Resistance Fighter
Client // Syngenta Crop Protection
Project // Resistance Fighter Campaign
Media // Web, Print, Events, Direct Mail, Email, Television
Agency // Martin|Williams
Role // Copywriter + Associate Creative Director
Awards // The Show
Just as viruses develop resistance to antibiotics, weeds become resistant to overused herbicides. Resistance Fighter is a campaign based not on a product, but an agricultural principle: using herbicide responsibly to protect a key farming method and preserve crop technology. Through aggressive use of traditional media, online engagement and guerilla tactics, the campaign has sparked a new conversation about resistance with farmers and shown them how to fight it. It's also forced Syngenta’s largest competitor to admit the problem exists and change the way it markets its products.
"Weeds Must Go" :30 TV Spot
Web Site
Project // Resistance Fighter Campaign
Media // Web, Print, Events, Direct Mail, Email, Television
Agency // Martin|Williams
Role // Copywriter + Associate Creative Director
Awards // The Show
Just as viruses develop resistance to antibiotics, weeds become resistant to overused herbicides. Resistance Fighter is a campaign based not on a product, but an agricultural principle: using herbicide responsibly to protect a key farming method and preserve crop technology. Through aggressive use of traditional media, online engagement and guerilla tactics, the campaign has sparked a new conversation about resistance with farmers and shown them how to fight it. It's also forced Syngenta’s largest competitor to admit the problem exists and change the way it markets its products.
"Weeds Must Go" :30 TV Spot
Web Site