Stine
THE CLIENT,
THE AGENCY,
AND THE CONTEXT.
Originating in the United States, STINE SEED is the world’s largest private seed company, boasting over 50% of global soybean germplasm and a robust innovation program in corn.
In 2017, Stine entered the Argentine market and later expanded its reach to the broader Latin American market, and in 2020, we were chosen as their comprehensive communication agency.
From our very first project together, we’ve been steering each campaign and communication action, leading a brand salience strategy that stands out from other agriculture brands. Our approach introduces a level of disruption never before seen in the local agribusiness sector.
STRATEGY AND CREATIVITY FOCUS.
Right from the start, our strategic approach was to distance Stine from the stereotype of the typical agricultural company: classic, formal, and dull. Instead, we injected a youthful tone into its communications, crafting campaigns with disruptive and attention-grabbing creative concepts. Notable among these are the soy campaigns “La tenés clara” (You’ve Got It Clear) and “Ensojados” (Soyed Out), as well as the corn commercials “Sorprendidos por el Maíz” (Amazed by Corn) and “Listo el Pollo” (Chicken Ready).
Our most recent campaign, “Listo el Pollo,” stands out as a prime example. In this one, “Stine’s Little Chick” returns after its appearance in “El Pollito Baila Mejor” (The Little Chick Dances Better), but this time, it’s not animated—it’s real.
At NSB, we conceived the concept and idea and were responsible for bringing the Little Chick to life, crafting a custom suit for the spot. We also directed the production and post-production of the commercial, which was shot in just one day.
BRAND RESULTS.
Our collaboration with STINE kicked off right in the midst of the Covid-19 lockdown, and in just a few short months, we managed to: (a) craft a unique communication tone for the brand; (b) launch a new institutional and e-commerce website—showcasing clear growth for STINE; (c) roll out campaigns that made a significant impact in the market, thanks to standout creativity that set them apart; (d) lay the groundwork for STINE to make a strong entrance in Argentina, subsequently expanding to Brazil, Uruguay, and Paraguay.
