CAMPAIGN | DIRECT MAIL | PRINT
When BASF was a brand new client at VMLY&R, I was on the first creative team to take over.
Below are my favorite pieces of creative from about six months of product and brand campaigns.
Art Director: Kelly Pullen
Illustration: Joel Holland (Heat), Johnathan Gray (Drought) and Dirty Bandits (Frogeye)
The first three direct mail pieces were ransom notes sent to farmers written from the perspective of three common threats to their crops: drought, heat and frog eye leaf spots. BASF makes a fungicide called Revytek that disarms all three threats. So, we personified the threats and gave them each a voice and back story, then had them scare the shit out of some farmers.
Several recipients of the letters — which had no BASF branding or return address — thought they were real and called 911. People also had to look up the product name themselves to learn about who was behind it. I'm hoping to get the audio of the 911 calls for the awards entry.
Text shown above reads:
Old sayings are helpful, but today's science finishes the job.
Resistant pigweed is a serious threat — and normal herbicides don't stand a chance. With Zidua post residual herbicide, you'll stay free from late emerging pigweed and avoid becoming a pigweed farmer.
Window decals / Bumper stickers for the BASF sales force: