Campaign · 2024
For the Record
A social and out-of-home advocacy campaign making the case that potash and phosphate should be treated as critical minerals — built around the foods, fields, and people they quietly enable.
Methods
Competitive Audit · Brand Identity
The problem
How do you advocate for two nutrients most people have never heard of, and most who have associate vaguely with chemistry class? You don't sell the chemistry. You sell the consequence.
A social media advocacy campaign developed to amplify the voices arguing that potash and phosphate should be considered critical minerals — built around the food systems, agricultural communities, and supply chains they quietly enable.
The mark
Headline executions
Each piece anchors on a single, vivid consequence — the kind of food, field, or person you can picture without a chemistry textbook nearby.
Out-of-home extension
Decisions
- Anchor each piece on a single vivid consequence. Two unfamiliar nutrients × the public’s attention span = one image at a time. Each execution earns its space by showing a specific food, field, or person — not the chemistry behind it.
- A campaign system, not a set of hero pieces. Out-of-home and social have different demands. The campaign was built as a system of beats so it could extend without losing identity, instead of a single hero ad and adaptations.
