What was the challenge?

Argentina’s agro-industrial sector holds enormous potential for local development, value creation, and international expansion, yet faces challenges of visibility and positioning. Under the leadership of Gervasio Bozzano (former Senator, President of the Agrarian Affairs Committee, and currently General Director at the Ministry of Economy), a national program was launched to support small and medium producers.

The project aimed to showcase 20 initiatives in agroindustry, highlighting 10 emblematic cases with potential for scaling and export — from beekeeping and olive oil production to cherry farming. Each initiative involved investments of 50–70 million pesos, backed by international financing and national alliances.

The communication challenge was to position Bozzano as the face of collective development while telling inspiring stories of producers who chose to invest, innovate, and grow from their place of origin

What was the idea?

The central idea was to narrate a story of “Discovering the nation from within” — inspired by Marechal’s vision of patria as a collective construction. The campaign was built on four narrative pillars:

1. Adding local value — “Yo me quedo para crecer” (I stay to grow).

2. Incorporating technology — “Soy competitivo” (I am competitive).

3. Exporting to the world — “Llevo mis productos al siguiente paso” (I take my products to the next step).

4. Environmental stewardship — “Cuido mi lugar” (I care for my land).

The storytelling wove together the effort of families, generational dreams, and technological innovation, showing that the future of Argentina’s economy can be rooted in local identity and sustainable growth.

How was it executed?

• We developed a strategic audiovisual campaign with three phases over three months:

  • Teaser Phase: Short videos introducing GB as a spokesperson, framing agroindustry as a story of identity, innovation, and collective growth.

  • Experiences Phase: A docuseries of 10 cases (5 short, 5 long-form), told directly by producers, highlighting their challenges, innovations, and achievements.

  • Closing Phase: A unifying narrative tying together GB’s vision with the voices of the producers, emphasizing federal development and international competitiveness.

  The content strategy included:

  • Verbal and visual identity (tone of voice, keywords, graphic style, color palette).

  • Multi-channel mix: Social media, regional media, and live events.

  • Storyboards: From “Producer → Province → Nation” to “Collective Construction”, ending in the slogan: “Discovering the nation from within.”

What was achieved?

The campaign:

• Positioned Gervasio Bozzano as a leader of collective agro-industrial development with credibility and vision.

• Showcased the potential of small producers using technology and innovation to achieve export standards.

• Strengthened the identity of staying and growing locally, challenging the myth that “the best is always abroad.”

• Generated a narrative of reconciliation, identity, and pride rooted in the Argentine interior.

The stories resonated as both economic and emotional drivers: fostering regional pride, international competitiveness, and a collective sense of future prosperity.