Farm to
Table
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.
Client
Dangote
Skills
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.
Contact me at hello@emmamealydesign.com or check out my LinkedIn