Our idea was to create a campaign that was as sustainable as Greenfield Natural Meat. But because it was their launch, we also wanted it to be a big idea that had never been done before. To get people to take notice of an ad about sustainability it needed to be unique and with an emphasis on big. We decided to create the world's biggest all-natural billboard.

To begin, we travelled to the hometown of Greenfield Meat, Landmark, Manitoba and we located an enormous alfalfa (hay) field. This field had already yielded two crops that year so it was scheduled to be tilled under for the autumn. We asked them to delay the tilling so we could create one last special harvest. We worked with a local farmer and we created our billboard design and then used his tractor's GPS to plot the design onto the field: "Made Better By Nature Not Antibiotics". After several weeks of this plotting we began to carve our design. Then a full week of plowing and tilling later, our all-natural billboard was complete. We used a drone and a helicopter to film and then shared our video on YouTube, social feeds and broadcast television.

While this campaign has only been in market for 2 weeks, (at the time of writing this) it has already received over 3 million collective views on YouTube and tens of thousands more on facebook. This summer the campaign will be launched in America and will be viewed by millions more. The impact and engagement has been incredible. This campaign has really stirred a conversation about what it means to be "natural". While some are skeptical at first, our client has been able to clearly respond with the facts about their continued mission. And the press has also really taken notice. Several major Canadian publications covered the launch and campaign and our video was even featured in international publications like Ad Age, Adweek, Little Black Book, Stimulant and Brilliant Ads.