WORK

When Seed Force needed to change their name of nearly 20 years to RAGT NZ (but also ensure their customers knew they were still the same tenacious Kiwi business at heart), we tapped into the Kiwi sense of humour to bring some much-needed levity to a category that is dominated by imagery of fields.

We flipped conventions by using talking animals to promote their seed products. The idea was based on a customer insight from research, and the feedback from viewers was amazing.

This animated farmyard epic uses the RAGT tagline ‘Think solutions. Think RAGT’ as the strategic proposition. Which sees the capers of Rog the neurotic ram, Alan the meat-head bull, and sassy cows Gina and Tina on a constant mission to get at the delicious RAGT feed over the fence; while being heckled by a couple of possums ‘Knobbo’ and ‘Munta’; (fun fact: Knobbo is voiced by Levi Hawken of viral ‘nek minute’ fame). It's all brought to life via a stop-motion production. This was the perfect medium for creative cut through and to bring light-heartedness to the activity, whilst accentuating the charm and humour of the characters.

The goal was to create a world for the characters to live in that was fun and fantastical but also didn’t lose sight of the job at hand – selling seed. This spawned the snappy campaign tagline – “Better seed. Better feed. Better fence it well!”. The stage is now set for the capers to continue as the animals try to get the hoofs on some of that RAGT feed.