G7 Agriculture and Fisheries
Institutional TV Spot
This institutional communication campaign was developed for the Ministry of Agriculture, Food Sovereignty, and Forestry to promote the G7 Agriculture and Fisheries Summit, which will take place on the island of Ortigia (SR) from September 21 to 29, 2024.
The campaign highlights and celebrates Italy’s agri-food system and sustainable fishing practices.
Set to emotional music and narration, it showcases the most stunning landscapes of Ortigia, captured through aerial footage. Each scene is enhanced by integrating 3D elements representing Italy’s finest productions. In this way, the island is transformed into a symbol of Italy’s rich agricultural and marine landscapes, visually conveying the key themes that will be addressed at the G7 Agriculture Summit and Fisheries Summit and presented during the concurrent EXPO.
The Creative Process
The opening scene depicts a wheat seed germinating in Piazza Duomo, symbolizing the ideas that will take root during the G7 Agriculture and Fisheries Summit. As the wheat stalk grows in front of the Cathedral of Ortigia, Piazza Duomo is transformed into a golden wheat field, representing the sustainable growth that emerges from international cooperation. Iconic Italian plants, rendered in 3D, are scattered throughout the narrow streets. The final scene, set on the peninsula of Castello Maniace, features a 3D olive grove overlaid with the logo of the 2024 Italian G7 Presidency. The video concludes with an invitation to “cultivate the future together”, underscoring that the Earth’s future lies in our hands.
This seed is a promise of fertile ground
where a new development idea can take root.
From September 21 to 29,
the G7 Agriculture EXPO will take place in Ortigia.
A new horizon for sustainable agriculture and fisheries.
Let’s cultivate the future together.
The Earth is in our hands.
Production Technique
The G7 Agriculture and Fisheries institutional communication technique is FOOH CGI (Fully Out-of-Home Computer-Generated Imagery). This approach allows for seamlessly integrating computer-generated elements with 3D graphics into real-world environments, creating scenarios that amplify the campaign’s message. Using FOOH CGI, the footage is enriched with 3D animations that evoke Italy’s agricultural richness, transforming the island of Ortigia into a powerful symbol of Italy’s agri-food heritage.
