the brief.

The National Farmers’ Federation needed to build trust in Australian farmers after research showed a disconnect between rural and urban dwellers and concerns surrounding farming practices. Our brief was to help modernise farming and showcase the impact that farmers have on our everyday lives.

the humann. idea.

We knew that urbanites had a romanticised and outdated perception of farming, so we developed a brand film that humanised farmers. By drawing parallels between the seemingly different ways of urban and rural life, we were able to demonstrate their shared Aussie values.  

the results.

  • Brand film 
  • Top tier coverage across TV, radio, news and lifestyle media