Cargill – one of the largest agri-food brands in the world, asked TBWA Paris to produce a campaign to position the company as a firm that involves itself in sustainability and social issues. The idea behind the ‘Redefine’ campaign was to create a neologism from two words to create a new word, and then graphically treat to demonstrate the sector of production.

The 3D Agency produced a series of six images and variants upon the theme. This was a particularly difficult brief as instant readability was a key factor and both the products and the letters had to be recognizable. The images were created using both 3D and photography.

AD – Denis Deschamps

Agency -TBWA Paris

Campaign – Redefine

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