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Farm to


CNN Create were asked to produce a digital and television advertisement campaign highlighting the positive human impact of the Dangote Group conglomerate on Nigeria. Our goal was to create a heartwarming documentary style advertising campaign focusing on the lives of two Nigerian men and local rice production.




Art direction, UX, UI, Web design, Interaction design and Animation 

CNN Create Team

Film Director –⁠ Harry Syed

Lead Designer –⁠ Emma Mealy

Photographer and Editor –⁠ Rob Reagan

Developer –⁠ Davey Moores

Rationale   ——————

The campaign focused on the concept of farm to table, centring around an upcoming Nigerian chef and a local rice farmer who produces his ingredients. The campaign follows the chef on his journey to the farm, stopping off along the way to gather ingredients, culminating in the meeting of the two men, as they sit down to a meal that they both created. 

Visual concept   ——————

Two sides of the story

The visual concept focused on a half and half visual treatment that illustrates the two sides of the story coming together. This was achieved in a playful manner through stop motion, digital interactions and collage. The campaign focuses on the faces of the two men, this decision was made as it reenforces the human aspect of the campaign and also because studies show that human faces gain far greater engagement than other subjects.

The result   ——————

Award winning campaign

The campaign included a television advert that played between CNN news broadcasts, an immersive responsive website, Social media posts and animated banners. The campaign gained a lot of media attention and won the most compelling agency story award by the world travel market in 2020.

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