Jeff Tresidder/Creative Director

The words "new product" are very often viewed by farmers with skepticism. But Acuron was the real-deal, weeds had never seen anything like it. After a couple of rounds of reviewing creative ideas with the team we decided to revisit a series of interviews with farmers and see if we could find some fresh creative scratch. Our search paid off with this quote from a frustrated grower "I go out and spray, and the weeds come back again. Sometimes it feels like they're just laughing at me." Those words started us down a path that ultimately led to the most successful product launch in Syngenta's history. There were a lot of moving parts to this campaign, and you can find many of them in the second video below if you're interested in the deep-dive.