Agriculture in the Classroom Canada (AITC-C) is cultivating curiosity in students by providing hands-on, immersive learning experiences and opportunities to ensure a bright future for Ag.
WS shares AITC-C’s vision of educating the future generation of Ag decision-makers and contributors. In alignment with this shared outlook, we committed to donating the royalties from the Canadian sales of our book All The Farmers You Will Know to support AITC-C’s cause.
In November 2023, AITC-C tasked us with developing a creative that would help them drive awareness of the program. Inspired by the cause, we worked out an idea that immediately captivated the entire internal team and, consequently, the client’s team as well.
According to AITC-C, the farmers and agribusiness operators are not sure the next generation is getting sufficient resources to inspire them to join the trade. This is creating uncertainty for the future of agriculture, colouring it very bleak and grey.
And what’s a better way to shift away from grey than an explosion of colour?
The ad illustrates a limitless stream of opportunities, angles, and approaches that AITC-C introduces to children. With AITC-C’s unique educational methods and outreaches, the students explore various possibilities and envision themselves playing a crucial role in Canada’s food security – whether in a field, in a lab, or behind the desk.
While the creative team worked on execution, the WS media team successfully secured a generous donor partnership with Annex Media Group to convey AITC-C’s messaging across Canada in industry-leading publications such as Top Crop Manager and others.
