Bayer 5

Folicur – a rape fungicide campaign with the strength of a bear.

Folicur increases the vitality of rape, making it winterhardy and protecting it from the fungal disease Phoma lingam. The creative team at developed a powerful key visual.
‘Despite its enormous strength in battle, the polar bear is a highly popular animal – not least thanks to Knut. It represents gentle but powerful resilience in extremely cold areas and is therefore the perfect symbol for the Folicur brand content.’ In addition to an extensive advertising campaign and corresponding product literature, strategic direct mailing campaigns were planned. To complete the activities, a competition was organised with the first prize of a visit to Berlin Zoo to see Knut, and many soft polar bear toys as giveaway items.