Bayer scientists, strategists and problem solvers were working on solutions to some of the world’s most pressing challenges, like climate change, chronic disease, water conservation and a growing, aging population.
At the same time, the company faced headwinds that could make finding solutions that much harder. Unfavorable court decisions, falling share prices, societal opposition and waning investor confidence left everyone asking questions. Including those from within the company’s own employee ranks.
The Bayer Investor Relations team wanted to change the narrative. They wanted the financial community to see the potential in Bayer’s portfolio, and its pipeline.
We saw an opportunity to remind everyone what’s really, truly, valuable.
Finding a way to cure, or even prevent, cancer? Fighting, slowing, and perhaps reversing, climate change? Helping an aging population find some of their best days in their later years?
This is what we should all be invested in. To us, there’s nothing more valuable.
The award-winning integrated campaign featured pre-roll video, digital display, print, social media, native and owned content highlighting four key, global mega trends: the Bio Revolution, Transformation of Agriculture, the Rise of Personalized Self-Care and Growing Healthcare Demand.
Bayer was at the center of each of them, uniquely positioned at the intersection of the world’s greatest needs and most inspiring scientific advancements. That intersection became just as central to the campaign’s visual language.
There were four mega trends, but the Bio Revolution was the star. The explosion of computing and processing power caught up to our latest understanding of genetics to make a whole new era of scientific discovery possible.
The campaign set out to inspire audiences with what that might be capable of unlocking.
Art Direction & Co-Creative Direction - Tyson Foersterling
Art Direction - Travis Brown
Writing & Co-Creative Direction - Terry Stewart