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Corteva Agriscience

Corteva Agriscience™: Internal Brand Launch Event

Dow and DuPont global businesses merged in 2017 and re-branded a huge part of their combined agricultural global entities as one unified company. With this amalgamation, their agribusiness new brand Corteva Agriscience™ was born.

Combining two legacy companies, with competing national agencies, also meant choosing a new agency of record. For their internal brand launch, they reached out to Hart Direction.

The Ask:

The main component of the launch was a high-end video introduction of their new core values delivered with cinematic quality in a way that would create excitement about the changes.

The Challenge:

Corteva Agriscience was counting on re-purposing the U.S. version of this video. However, the video didn’t reflect the quality they were looking for. This left them with a major time restraint to get new video and collateral produced.

The Solution:

Having worked with Hart Direction in the past, Corteva Agriscience was familiar with the quality and professionalism of our work. We worked with our video production partner (whom we’d worked with on previous Dupont Pioneer videos and TV commercials) knowing they would deliver the creative quality needed on an extremely tight timeline.

The Result:

A high-quality intro video set up the internal launch delivering suspense and creating anticipation at the opening ceremony with starting out with all of the venues lights out. The theme “Corteva Agriscience™” was executed using visual and sound effects of distant thunder, with the sound gradually building up with crackling lightning bolts and electrical currents that created an electrifying presence. It was so well received that another division outside of their agriculture division re-purposed it for their own launch.

The Corteva Agriscience “Corteva Agriscience™” Event launched the rich heritage companies of Dow AgriScience, DuPont Crop Protection and DuPont PioneerSeeds together in Western Canada. Hart Direction created the theme along with a dramatic and powerful intro video trailer, bumper videos to segment the presentations, along with collateral themed pieces.

The brand and marketing tactics: