PepsiCo: Closing The Crop Gap
Documentary film series – PepsiCo and CARE Social Campaign
Client type: Business, NGO
Delivery: Microsite, Social Media, YouTube
The idea behind the campaign was not just to showcase the Crop Gap issue but to provoke viewers to step in and take an active part in solving the problem of gender inequality in farming – to vote on the videos and support the issue by bringing in financial contributions to the NGO. This called for the production of authentic and emotional documentary film content that will have the power to inspire audiences to take action. We decided to tell the inspiring story of Bożena Sierańska, a Polish female farmer who has experienced the Crop Gap issue all her life and yet managed not only to succeed in farming business and also in her family and private life.
Closing the Crop Gap campaign was very successful bringing in over 90M impressions, 9M video views, 120K engagements and 2,100 votes. The short documentary film featured on YouTube had a high video view rate, outperforming CPV benchmarks by 70% and almost half of the viewers watched the video for 30 seconds or more. The overall campaign made it to the finals of 2019 Shorty Awards, honoring the best of social media and digital content worldwide.
- Closing the Crop Gap - Short Documentary Film Campaign
- PepsiCo, USA
- January - February 2019
- Video Shoot & Production: 4.6K BM RAW
- Editing, Sound Design, Color Correction
- Video Translation & Delivery of Social Media Formats