Agrii Campaign "Cultura prinde rădăcini"
Client: Agrii Romania. A company deeply connected to agriculture and to the communities around it. Through its long-term partnership with World Vision, Agrii has been investing in education and creating opportunities for young people from disadvantaged rural areas.
The challenge: bring these initiatives together under one clear communication idea — one that connects education, community, and the future of agriculture. At the same time, the campaign needed to challenge the outdated image of agriculture as purely physical work and show a sector shaped by technology, data, innovation, and sustainability.
The solution: Cultura prinde rădăcini — a campaign built around a simple idea: when you invest in people and communities, culture grows beyond the company. We turned Agrii’s involvement in education into a coherent story told through real people, real experiences, and real impact.
- Campaign visual identity — the visual system that gave the campaign a recognizable look and feel across all touchpoints
- “Cultura prinde rădăcini” video series — stories about Agrii’s involvement in education, communities, and the future of agriculture
- Social media visual series — creative content built around the campaign concept and Agrii’s community initiatives
- Revista CARIERE feature article — an editorial story about Agrii’s partnership with World Vision and its investment in education and rural communities
The result: a CSR initiative became a clear, recognizable communication platform — one that helped Agrii talk about community involvement without sounding like a CSR report. More human, more visible, and much closer to the people the project was actually about.
