Canada's 2008 best of show.

Great people. Insightful ideas. Open minds. It's a successful recipe for pushing the limits of creative approaches and it's just the kind of partnership that AdFarm and Bayer CropScience Canada have been working together on for the past 20 years or so. After all that time together, fresh ideas still keep rising to the top.

The 2008 Best of CAMA brought two of those ideas to Best of Show wins in the "Marketing and Advertising Campaigns" and the "Advertising Vehicles" categories.

CREATIVE PARTNERSHIP

The process for building innovative campaigns and creative approaches isn't really unique. It's the players involved--agency and client side--and the shared trust and respect that builds a partnership that brings energy, satisfaction, and maybe the odd award, to the team. At AdFarm, it's driven by the ever-present charge to dig deeper, uncovering valuable insights that will resonate with the audience in a memorable way.

"Great ideas don't always fit in a client's comfort zone," says Francesco Piccioni, Art Director for both Best of Show wins, working at AdFarm's Guelph, ON, office. "It takes a great client to take the risk and give us the latitude to create innovative ideas that make a difference."

In the world of crop protection in Canada, differentiation is a tough job with hundreds of choices for weed, insect and disease control. "We constantly need better ways to help our products get through to a moment of mind space with growers," says Derrick Rozdeba, Manager, Integrated Communications for Bayer CropScience in Canada. "We want to stop them, intrigue them long enough to be a strong consideration, and ultimately change behavior."

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"The ideas we bring to the client are always pushing the envelope," says Piccioni. "We push ourselves to come back with creative concepts that are recognized because they are different--looking for non-traditional ways to demonstrate the insights we gather as part of the creative process."

THE SWEET SPOT

Landing on the big creative idea is a strategic operation at AdFarm. It's a collaborative effort drawing on the client, account team and creative team. And it's an approach that delivers great thinking and inherently more relevant, meaningful and impactful ideas.

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For the Best of Show Titan Fries creative, the digging deeper insight focused on the visceral loathing farmers feel towards insect pests. The problem was depicted to the extreme--a fast food French fry container brimming with wireworms.

"The hidden beauty of the Titan creative is that it's gross, it gets noticed and it's easy to understand," says Rozdeba. The creative was directed at Alberta potato growers where wireworm is a recognized problem and the majority of potatoes are destined for fries.

The sweet spot for a revolutionary new cereal herbicide, Infinity, came after in depth discussions with Bayer CropScience staff about positioning the first new mode of action chemistry for cereals in 20 years. "Light years ahead" emerged as the best way to celebrate the innovative technology for western Canadian cereal growers. And the farmer astronaut was born.

BEST OF SHOW, BEST IN SALES

"The Best of Show win for our Infinity herbicide launch was a wonderful surprise," says Rozdeba. "It's great to get the recognition from the industry. And this was topped off when we learned that Infinity was the most successful first year launch of a cereal herbicide in Western Canada in terms of sales.

"Those two events don't happen by accident. We push hard for unique thinking. We are challenged right back from AdFarm. And because we respect each other's strengths and insights from our perspectives ... innovative ideas emerge."

For AdFarm, great work happens in partnership with clients. And the Best of Show recognition is an ode to a rewarding relationship between client and agency, and the constant push to deliver innovative, sometimes disgusting, solutions.

BEST OF SHOW--French Language Marketing

NAME OF ENTRY: Campagne de valorisation de la profession <<Bons voisins>> 2008

ADVERTISER/ORGANIZATION: Federation des producteurs de porcs du Quebec

AGENCY: DesArts communication

SPONSOR: Financement agricole Canada

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BEST OF SHOW--Communication Vehicles

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NAME OF ENTRY: CWB Annual Report 2006/07

ADVERTISER/ ORGANIZATION: The CWB

AGENCY: Deschenes Regnier

SPONSOR: AgriMarketing magazine

BEST OF SHOW--Communications & Public Relations Programs

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NAME OF ENTRY: Grow Our Farms

ADVERTISER/ORGANIZATION: President's Council

AGENCY: AGVISION TV

SPONSOR: AdFarm

ADDITIONAL BEST OF CAMA WINNERS

                                 ADVERTISER/
NAME OF ENTRY                    ORGANIZATION        AGENCY

Print Ads--Single

Hey Buddy                        UFA                 AdFarm

SPONSOR: Fruit & Vegetable magazine/Annex Publishing and Printing

Print Ads--Series

Admire History Ads               Bayer CropScience   AdFarm

SPONSOR: AgMedia (Better Farming & Better Pork magazines)

Billboard--Single

Decis Outdoor                    Bayer CropScience   AdFarm

SPONSOR: Dow AgroSciences Canada Inc.

Billboard--Series

Brandt Tractor--Skid             Brandt Tractor      CouplandJeffrey
Steer Launch

SPONSOR: dege creation publicitaire

Web Design

(Tie winners)
CANTERRA SEEDS Web site          CANTERRA SEEDS      BCG
Richardson Web site              James Richardson    Communications
                                 International       Marton Inc.

SPONSOR: Grainews

Point of Purchase                Material

UFA--Open for Life               UFA                 AdFarm

SPONSOR: Pfizer

Association Publications, Published by an Association, Controlled
Circulation

Porc Quebec                      Federation des      La Terre de chez
                                 producteurs de      nous
                                 porc du Quebec

SPONSOR: Imprimerie Solisco inc.

Promotional Items
Axial Herbicide--No              Syngenta            Bos Advertising
Compromise Club

SPONSOR: Canadian Cattlemen

Contests

Concours Tournez-vous            La Financiere       La Financiere
vers l'excellence 2007!          agricole du         agricole du
                                 Quebec              Quebec

SPONSOR: La Terre de chez nous

Product Sales--Singe Piece Literature

Pride Seed Yield Guide           Pride Seeds         Bark
                                                     Communications

SPONSOR: Pioneer Hi-Bred Limited

Product Sales--Series Literature

SeCan Growth Product Growth      SeCan               Margrie Wallace

SPONSOR: Manitoba Co-operator and Alberta Farmer Express

Product Sales--Direct Marketing

Bayer CropScience Cereal         Bayer CropScience   AdFarm
Staging Guide

SPONSOR: Syngenta Crop Protection Canada, Inc.

Advertising Produced in Canada for Foreign Markets--Print Ads,
Literature, Publications

PRISTINE 1st Class Fruit         BASF Corporation    Quarry Integrated
                                                     Communications

SPONSOR: Novozymes Biologicals

Advertising Produced in Canada for Foreign Markets--Specialty Promotion

Real Growers, HEADLINE           BASF Canada Inc.    Quarry Integrated
Successes                                            Communications

SPONSOR: CHM Communications

Advertising Produced in Canada for Foreign Markets--Events, Displays
Trade Shows

NAFB Convention                  BASF Canada Inc.    Quarry Integrated
                                                     Communications
SPONSOR: Salon de l'agriculture

French Language Marketing--Print Ads

Coragen Launch Ad                E. I. du Pont       McCormick Company
                                 Canada Company

SPONSOR: Le Bulletin des agriculteurs

French Language Marketing--Specialty Promotion

Campagne AGRI-stabilite          La Financiere       La Financiere
                                 agricole du         agricole du
                                 Quebec              Quebec

SPONSOR: La Terre de chez nous

Newsletters--Internal or External

Mushrooms Canada Newsletters     Mushrooms Canada    Stevens
                                                     Associates

SPONSOR: Syngenta Crop Protection Canada, Inc.

Magazines--Internal or Exernal

The Cattle Feeder                Saskatchewan        Synaptix
                                 Associates          Communications
                                 Feeders
                                 Association

SPONSOR: Ontario Farmer Publications

Special Publications

The Joy of Pork                  Ontario Pork/Pork   Urban & Co. Inc.
                                 Marketing Canada

SPONSOR: Halchemix Canada inc.

Total Campaign--Over $500,000

There's a Horse for Everyone     Horse Racing        Karo Group--Horse
                                 Alberta             Racing Alberta

SPONSOR: Hyland Seeds/Thompsons Limited

Total Campaign--$250,000--$500,000

SeCan Genes that fit your farm   SeCan               Margrie Wallace &
                                                     Paul Joyce
SPONSOR: Country Guide

Total Campaign--$100,000--$250,000

INFINITY Launch Campaign         Bayer CropScience   AdFarm

SPONSOR: Top Crop Manager

Total Campaign--$100,000 or Less

EQUINOX Campaign                 BASF Canada Inc.    Quarry Integrated
                                                     Communications
Ad, Less Than Four Colour or Less Than Page

Manitoba Pork Council            Manitoba Pork       Coupland Jeffrey
Spring Campaign 2008             Council

SPONSOR: Farm Credit Canada

Radio Single--30 or 60 Seconds

Bayer CropScience                Bayer CropScience   AdFarm
Reason Radio

SPONSOR: swj strategic marketing & advertising

Radio Series--30 or 60           Seconds

CANTERRA SEEDS 2007              CANTERRA SEEDS      BCG
Producer Promotion                                   Communications

SPONSOR: Bayer CropScience

TV Single--30 or 60 Seconds
Peeling off                      Bonduelle Canada    Ig2
                                 Inc.
SPONSOR: BCG Communications

TV Series--30 or 60 Seconds

There's a Horse for Everyone     Horse Racing        Karo Group--Horse
                                 Alberta             Racing Alberta

SPONSOR: Quarry Integrated Communications

Transit--Interior and Exterior, Shelters, Resto-Bar

ODYSSEY DLX Urinal Poster        BASF Canada Inc.    Quarry Integrated
                                                     Communications

Video or Interactive Multi-media--Targeted to External Audiences

Canolalnfo Cooks Series          Canola Council of   BCG
                                 Canada              Communications

Web Design--Microsite, Promotional

DuPont Weed Wrecking             DuPont              Farms.com
Crew Web site

SPONSOR: Horse Racing Alberta

Product Sales--Digital or Slide Presentation

Canterra Seeds' Dan Terra        CANTERRA SEEDS      BCG
                                                     Communications
SPONSOR: Blacksheep Strategy

Product Sales--Electronic or Interactive Media

Axial--www.nocompromiseclub.ca   Syngenta            Bos Advertising

SPONSOR: CyberCreation.net

Advertising for Agri-business

Pick Ontario                     Flowers Canada      AdFarm
Consumer Campaign                (Ontario)

SPONSOR: Syngenta Seeds Canada, Inc. (NK Brand)

Experiential Marketing, Non-traditional Guerilla Tactics, Street Teams,
Sampling

Alberta Beef Producers--Rural    Alberta Beef        AdFarm
Mural                            Producers

SPONSOR: Agri Studies Inc.

Special Events, External: Customer-focused

AgDay in Canada                  Farm Credit         Farm Credit
                                 Canada              Canada

SPONSOR: McCormick Global Communications


Special Events, Internal: Employee-focused

Nexera Kerry Simpson             Dow AgroSciences    AdFarm
Oval Event

SPONSOR: SeCan

Media Relations

Jebel Lado                       CEDASS--Canadian    ON Communications
                                 Economic
                                 Development
                                 Assistance for      Sudan
                                 Southern

Crisis Communication, Issues Management, Government Relations

Ginty Jocius Memorial            GJA                 GJA

Internal Communication

Alberta Beef Producers--Raised   Alberta Beef        AdFarm
Right--Teaser Campaign           Producers

Community Relations

UFA Community                    United Farmers of   nonfiction
Investment Campaign              Alberta Ltd.        studios

SPONSOR: Viterra

Annual Reports

CWB Annual Report 2006/07        The CWB             Deschenes Regnier

SPONSOR: Martron Inc.

Writing

Fred Mertz Awareness Campaign    Fred Mertz          AdFarm

SPONSOR: The Marketing Den

Writing--Publications

MacDon Performance Magazine      MacDon Industries   mt1 advertising/
--Fall 2007; Spring 2008         Ltd                 branding/strategy

Publications and Electronic Publications, French

FCC Awareness Program--Booklet   Farm Credit         Farm Credit
                                 Canada              Canada
Exhibits or Displays

Titan Fries                      Bayer CropScience   AdFarm

SPONSOR: La Financiere agricole du Quebec

ADDITIONAL BEST OF CAMA WINNERS


NAME OF ENTRY                    CERTIFICATE OF MERIT

Print Ads--Single

Hey Buddy                        Bayer CropScience/Ad Farm (Calypso
                                 Print Ad)
SPONSOR: Fruit & Vegetable magazine/Annex Publishing and Printing

Print Ads--Series

Admire History Ads               Dow AgroSciences/AdFarm (Attain
                                 Grainbins)
SPONSOR: AgMedia (Better Farming & Better Pork magazines)

Billboard--Single

Decis Outdoor

SPONSOR: Dow AgroSciences Canada Inc.

Billboard--Series

Brandt Tractor--Skid             Horse Racing Alberta/Karo Group
Steer Launch                     (There's a Horse for Everyone)

SPONSOR: dege creation publicitaire

Web Design

(Tie winners)
CANTERRA SEEDS Web site
Richardson Web site

SPONSOR: Grainews

Point of Purchase

UFA--Open for Life               SeCan/Margrie Wallace (PBR
                                 Enforcement Poster)
SPONSOR: Pfizer

Association Publications, Published by an Association, Controlled
Circulation

Porc Quebec

SPONSOR: Imprimerie Solisco inc.

Promotional Items
Axial Herbicide--No              Syngenta/Bos Advertising (Down the
Compromise Club                  Road CD Series)

SPONSOR: Canadian Cattlemen

Contests

Concours Tournez-vous
vers l'excellence 2007!

SPONSOR: La Terre de chez nous

Product Sales--Singe Piece Literature

Pride Seed Yield Guide           Westeel/mfl advertising/branding/
                                 strategy (Westeel Stay Cool Brochure)

SPONSOR: Pioneer Hi-Bred Limited

Product Sales--Series Literature

SeCan Growth Product Growth

SPONSOR: Manitoba Co-operator and Alberta Farmer Express

Product Sales--Direct Marketing

Bayer CropScience Cereal         Bayer CropScience/AdFarm (Bayer
Staging Guide                    CropScience Movento Launch DM)

SPONSOR: Syngenta Crop Protection Canada, Inc.

Advertising Produced in Canada for Foreign Markets--Print Ads,
Literature, Publications

PRISTINE 1st Class Fruit         MacDon Industries Ltd/mfl
                                 advertising/branding/strategy (MacDon
                                 Full-line SP Brochure--Russian)
SPONSOR: Novozymes Biologicals

Advertising Produced in Canada for Foreign Markets--Specialty Promotion

Real Growers, HEADLINE
Successes

SPONSOR: CHM Communications

Advertising Produced in Canada for Foreign Markets--Events, Displays
Trade Shows

NAFB Convention

SPONSOR: Salon de 1'agriculture

French Language Marketing--Print Ads

Coragen Launch Ad                Syngenta/BOS Advertising (Touchdown
                                 Total)

SPONSOR: Le Bulletin des agriculteurs

French Language Marketing--Specialty Promotion

Campagne AGRI-stabilite          Farm Credit Canada/Farm Credit
                                 Canada (FCC Awareness Program)

SPONSOR: La Terre de chez nous

Newsletters--Internal or External

Mushrooms Canada Newsletters

SPONSOR: Syngenta Crop Protection Canada, Inc.

Magazines--Internal or Exernal

The Cattle Feeder

SPONSOR: Ontario Farmer Publications

Special Publications

The Joy of Pork

SPONSOR: Halchemix Canada inc.

Total Campaign--Over $500,000

There's a Horse for Everyone

SPONSOR: Hyland Seeds/Thompsons Limited

Total Campaign--$250,000--$500,000

SeCan Genes that fit your farm   Syngenta/Bos Advertising
                                 (Seed Care Momentum)
SPONSOR: Country Guide

Total Campaign--$100,000--$250,000

INFINITY Launch Campaign         Monsanto Canada Inc./Osborn & Barr
                                 Communications (DEKALB
                                 CAMPAIGN--2008/09)
SPONSOR: Top Crop Manager

Total Campaign--$100,000 or Less

EQUINOX Campaign

Ad, Less Than Four Colour or Less Than Page

Manitoba Pork Council            Monsanto Canada/CouplandJeffrey
Spring Campaign 2008             (Roundup WeatherMAX In Crop
                                 "Bacon & Eggs")

SPONSOR: Farm Credit Canada

Radio Single--30 or 60 Seconds

Bayer CropScience                Bayer CropScience/Ad Farm
Reason Radio                     (Stratego Radio)

SPONSOR: swj strategic marketing & advertising

Radio Series--30 or 60

CANTERRA SEEDS 2007              Syngenta/Bos Advertising (Touchdown)
Producer Promotion

SPONSOR: Bayer CropScience

TV Single--30 or 60 Seconds
Peeling off                      UFA/AdFarm (UFA--Open for Life TV)

SPONSOR: BCG Communications

TV Series--30 or 60 Seconds

There's a Horse for Everyone     UFA/AdFarm (UFA--Open for Life, TV)

SPONSOR: Quarry Integrated Communications

Transit--Interior and Exterior, Shelters, Resto-Bar

ODYSSEY DLX Urinal Poster

Video or Interactive Multi-media--Targeted to External Audiences

Canolalnfo Cooks Series          CAMA SASK/Smart Ideas (CAMA Gas-The
                                 Best of CAMA 2007)
                                 Syngenta/Bos Advertising (Great
                                 Canadian Stand Video)

Web Design--Microsite, Promotional

DuPont Weed Wrecking             Syngenta/Bos Advertising
Crew Web site                    (Horizon--www.horizonblimptour.ca)

SPONSOR: Horse Racing Alberta

Product Sales--Digital or Slide Presentation

Canterra Seeds' Dan Terra

SPONSOR: Blacksheep Strategy

Product Sales--Electronic or Interactive Media

Axial--www.nocompromiseclub.ca

SPONSOR: CyberCreation.net

Advertising for Agri-business

Pick Ontario
Consumer Campaign

SPONSOR: Syngenta Seeds Canada, Inc. (NK Brand)

Experiential Marketing, Non-traditional Guerilla Tactics, Street Teams,
Sampling

Alberta Beef Producers--Rural
Mural

SPONSOR: Agri Studies Inc.

Special Events, External: Customer-focused

AgDay in Canada

SPONSOR: McCormick Global Communications

Special Events, Internal: Employee-focused

Nexera Kerry Simpson
Oval Event

SPONSOR: SeCan

Media Relations

Jebel Lado

Crisis Communication, Issues Management, Government Relations

Ginty Jocius Memorial

Internal Communication

Alberta Beef Producers--Raised
Right--Teaser Campaign

Community Relations

UFA Community                    Presidents Council/AGVISION TV (Grow
Investment Campaign              Our Farms)

SPONSOR: Viterra

Annual Reports

CWB Annual Report 2006/07

SPONSOR: Martron Inc.

Writing

Fred Mertz Awareness Campaign

SPONSOR: The Marketing Den

Writing--Publications

MacDon Performance Magazine      La Financiere agricole du Quebec/
--Fall 2007; Spring 2008         La Financiere agricole du Quebec
                                 (Cahier special sur la releve
                                 agricole)

Publications and Electronic Publications, French

FCC Awareness Program--Booklet

Exhibits or Displays

Titan Fries                      Cargill Specialty Canola/The Studios
                                 of Wendy J, Inc. (Cargill Victory
                                 Tradeshow Display)

SPONSOR: La Financiere agricole du Quebec