In the relaunch of the Agroseguro brand there is no voice-over or imposed music. There is only a field that creaks, breathes, vibrates. Ringing field.
“United sounds better” is its new campaign, signed by Candy Store, which turns agricultural activity into a choral composition where the real sounds of agricultural work, such as the rubbing of a hoe, the engine of a tractor or the footsteps on wet earth, merge into an immersive sound identity.
The artisanal process of the campaign has taken several phases, as if it were a harvest.
The piece, produced by Blue Calima and with post-production by Fullfiction, is the result of an artisanal process that has taken several phases, as if it were a harvest. The Candy Store team – led by executive creative directors Cinthia Delgado and Gonzalo Figari – first planted a script in the form of a story, a visual narrative of an ordinary day in the Spanish countryside. Then came the collecting stage: going out into the field to “hunt” for real sounds. And none of the sounds that make up the soundtrack are artificial. Everything is earth, metal, wind, water, animals and machinery.
With that raw material, the audio house The Lobby worked on a sound base that more than music is an organic and human rhythm that connects scenes, people and territories. Thus, the music does not accompany the image, but the music is the image. Every sound recorded and edited is there to remind you that the field can also be heard. And, as the campaign slogan says, when the farmer, the seasonal worker, the insurance, the land and the climate are aligned, everything sounds better.
The campaign seeks to revalue the role of agricultural insurance as an active part of this collaborative ecosystem. Hence, Agroseguro does not appear as a protagonist, but as a harmonious part of a collective symphony in which it accompanies and sustains.
But beyond the institutional message, the campaign is also established as an aesthetic and emotional commitment. The art direction of Clara Cáceres soberly captures the natural beauty of the rural landscape, while the direction supervised by Nuria Tolos achieves a slow pace, like that of a job well done.
In times of automation and mass production, Candy Store and Agroseguro have opted for work done by hand, with time and respect for the field.
