Omnivore, is a specialist agro-tech venture fund that helps entrepreneurs building the future of agriculture and food systems by providing them with the necessary funds.
Client is a specialist agro-tech venture fund. The objective of the video is to help promote & launch a report about the future of agro-tech.
The target audience is broad: entrepreneurs, global DFIs, global investors, policy makers, think tanks, even the community at large to attract more talent and focus.
The brand objective is to demonstrate the fund's thought leadership, entrepreneur-focus, and highlight the exciting potential, dynamism and high stakes of agro-tech.
Additionally, we had to change perceptions about the industry. Agriculture is seen as a stable, boring, commoditized industry. Our goal was to correct that perception. We wanted to demonstrate that the field is advancing dramatically -- most readers will be surprised by the report's findings -- and highlight the stakes, risks & opportunities.
The immediate objective was to generate curiosity and desire for the report.
A story should have at least one conflict or hurdle (we had several), with starkly different possible outcomes (famine or bountiful future, impact or wealth) that the audience cares about. A conflict creates emotional stakes for the audience – they will get emotionally involved
Contrast Principle: to accentuate a point, show something in stark contrast right before (black-on-white is much clearer than dark grey-on-grey)
Emotional rollercoaster: you create engagement by hooking the audience's emotions and alternating emotional highs & lows
Curiosity: is a powerful motivator. We create curiosity or suspense by promising something (information, action…), make the audience care about the answer, but withholding the answer.
Entrepreneurs Create Jobs. Wealth. Valuable new solutions.
Inspiring music
Entrepreneur at work
Why? The Science behind this element:
Identifiable Hero
But some entrepreneurs are driven to do even more.
They want to change lives of poor farmers;
Make agriculture more sustainable and eco-friendly.
Improve the nutrition, quality & availability of our food.
Why? The Science behind this element:
The hero's Quest. Also highlight the hero's exceptionalism by accentuating the contrast with a normal entrepreneur. Finally, this sets up a big conflict in the hero's quest
Agro-tech ventures may be the most important investment for mankind. But they have not been the most lucrative.
Inspiring music
Why? The Science behind this element:
Highlight a core belief we want to challenge. This is the setup. Also, take the emotion low to setup for the high emotion later (contrast principle)
However, a big change is coming
Why? The Science behind this element:
We promise a big change, but do not tell them what it is yet. Creates suspense and keeps the audience engaged, wanting the answer
We looked at what technologies will shape agriculture over the next decade. And the findings are surprising, even downright shocking.
Shock
Why? The Science behind this element:
We wanted to prepare the audience for the shocking findings of the report. The best way to induce an emotion is to first feel it yourself, and express it clearly.
A lot can change in 10 years. Look at what happened to mobiles since 2010.
Why? The Science behind this element:
Familiar analogy to show pace of tech change. This is to counter the implicit belief that changes in agro-tech will only be incremental
Entrepreneurs & innovation, with support from smart capital can overcome the challenges.
Inspiring music
Omnivore logo
Why? The Science behind this element:
Subtle association of the brand with "smart capital"
And create magic. Why must we choose between impact and wealth. Why not impact and wealth?
Farmer shows gratitude
Why? The Science behind this element:
Gratitude is the highest form of payback.
Drive home the point (impact AND wealth) by contrast (both intellectual & emotional) with the setup earlier, and drama (emphasis in voiceover).
Further, this is an Insight for the audience -- and an insight, delivered with conflict & drama, makes a video memorable
However, there is a dark cloud. Climate change threatens are food supply.
So, what future will we create? It’s a race against time.
Global warming could unleash pathogens or create vast intractable deserts.
Or we could create a bountiful, sustainable future
Where Agri crops which reverse carbon trends
And we promote both biodiversity and food diversity
But this needs deep expertise, passion, and sustained focus on farmers. All of us -- Policy makers, Entrepreneurs, Consumers have to drive change,
Omnivore continues to support entrepreneurs working to realize this future.
Shock
Climate Change.
Why? The Science behind this element:
Again take the emotion back down from a high (emotional rollercoaster)
So What future will mankind create?
Presenting the Omnivore 2030 Report
Why? The Science behind this element:
Cap the high stakes on a note of curiosity (a most powerful motivator), creating a conflict but not resolving it, leaving the viewer with a desire to read the report
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