Canadian Outstanding Young Farmers (WS)

Canadian Outstanding Young Farmers (COYF) was a client of WS that I had the pleasure of creating a new campaign for. The team included myself, Fionnah McKechnie, art director, alongside Maggie Ostler, creative director and Cheyenne Baptiste, copywriter. The insight within this campaign was recognizing that farmers don't consider their work to be anything special. We wanted to flip that narrative, which was the spark of genius that lead to this work. By putting our heads together, we were able to come up with copy that, when riskily printed upside down, would force the reader to see how farmers are truly extraordinary. After the campaign ran, I had the opportunity to also art direct the case study video, which you can watch on this page. Just over a year after releasing this ‘Flip the Narrative’ campaign, it won the Best of CAMA 2023 in Product or Service Video category.