With 279,311 organic impressions in just two weeks, we showed Canadians how they and Canola are working together.
The Canola Council of Canada stands to benefit from new trade rules that would allow the Canadian industry to expand into new markets. This is good news for Canadian canola farmers, but most people don’t think of these hard-working people when they think of the canola industry. Jackpine brought the focus back to the human touch, and to the farmers, and producers behind canola production.
"This is Canola Country" highlights the people who make up Canada’s canola industry and the impact of the industry in communities across Canada. We interviewed farmers, seed developers, workers, and families from across Canada to show the economic impact of the canola industry at a human level.
Projects: This is Canola Country
Deliverable: Website, Video, Interactive Map, Strategy, Public Affairs Campaign
Creative Counsel: Putting a human face on an entire industry.
The economic impacts of an industry do not resonate as strongly with an audience as they do when they get to know the people behind the industry. We let the people of Canola Country do the talking; no one can tell the story of canola better than the producers themselves. This personalized approach resulted in a very powerful portrayal video, and a web and social media campaign project that was featured by Strategy magazine in the late summer of 2015.