Bayer is one of the world’s biggest brands. A science powerhouse. A pioneer of iconic products. A company serving the world’s most essential human needs of health and nutrition. But it has a reputation problem. We had to humanise the brand to increase its likability, building knowledge of what it does to move the dial.

So, we created Science for Better. A long-term, global, organising idea showing how Bayer uses the power of science to make lives better around the world. To demonstrate this, our central task was to highlight the positive human impact Bayer has through its key areas of business: Pharma, Consumer Health, and Crop Science. Each division has a core mission, and our creative work endeavoured to bring this to life in an emotionally involved way.

This is a simple story, but we wanted to give it enormous cinematic scale and emotion. We wanted the audience to feel the anxiety of the farmer as he contemplates the approaching storm. The extended shot at the beginning and the oncoming clouds build drama, sweeping us up into his thoughts and feelings at that time. The camera then follows his walk, and as he takes off his hat in a moment of satisfaction, he realises his crops are safe. Cinematically, we choreographed the whole piece, allowing us to tell a more intimate story and bring the farmer's emotions to life, inviting our audiences to feel more.