The industry no one was talking about

 Client:  Bright Crop
 

Only 4% of young people are considering a career in agri-food. That stat stopped us in our tracks when we started working with Bright Crop, a collaborative initiative bringing together businesses from across farming and food supply to change that number.
 

Agri-food feeds the country. It runs on science, technology, engineering, finance and genuinely world-class innovation. But somewhere along the way, the story got lost. Our job was to find it again.

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We built a bold typographic campaign around urgent, unignorable statements. Blunt. Direct. Impossible to scroll past.
 

It wasn't just a campaign for young people. It was a direct call to action for industry leaders too, challenging businesses to step up, become Bright Crop partners, and take collective responsibility for securing the talent their sector desperately needed.
 

The work was built to land with businesses, educators and young people alike, helping Bright Crop make some noise in a careers landscape that had long overlooked an entire industry.