THE BRIEF
In the chemical fertilizer business, there would be advertising in the first half of the year. All brands would promote their products by telling farmers what they want. What they said were communicated repeatedly for almost thirty years. Rising Sun Fertilizer also used the same method as other brands. Until four years ago, when we came in to create a different thought process for fertilizer and the market, making Rising Sun Fertilizer attractive to farmers and its competitors, creating imitation of communication.
This year, Mr. Piya Rojanapiensathit, Managing Director of the Pravit Group foresee different way of thinking. He thought of how fertilizer advertisements had to show off their product properties when farmers already knew. Therefore, the policy was given that, in this year, we would make an advertising that did not talk about product selling points, but we would make advertising that was different from competitors. We would make a memorable advertisement for farmers for brand recognition.
THE IDEA
We began by looking the symbol of the Rising Sun Fertilizer for storytelling. We looked at the logo then made the rising sun logo relatable with farmers, giving feeling of the bright morning of farmers’ world. That was the origin of the rising sun logo, caused by green fertilizer granules of Rising Sun Fertilizer in the morning, and then passed on happiness to Thai farmers all over the country. It was under the concept of ” Rising Sun Fertilizer, good for every field, good for everyone.”
