08/18/2021 9:16 AM
Clarín.com
BrandStudio
Updated 08/18/2021 9:16 AM
Brand Studio for YPF Agro
To tell what the Argentine countryside is and how important it is for the production of food in the country and in the world, nothing better than to do it through its protagonists,
the producers
.
That was what
YPF Agro
thought
when it decided to undertake a project that had never been done ... until now: to promote the production of a miniseries about a couple of agricultural producers to tell about their challenges, responsibilities, the stages of their work and also which ones. are their anguish.
It is "
Beyond the ground: challenges of the Argentine countryside
."
In this case, the protagonists are Julián Muguerza and Lara Giuliani, two agronomists and producers from the town of General Rivas, in the Buenos Aires district of Suipacha.
And the company in charge of producing the miniseries is none other than
Discovery
, the world-renowned content platform.
YPF Agro and Discovery joined forces to produce this unpublished product, which will be broadcast on that channel and on different multimedia media.
There will be
two 30-minute episodes, whose premiere will take place today, August 18
, but there will also be 15 annexed stories that will develop different key aspects of Argentine agribusiness.
"Beyond the ground: challenges of the Argentine field" is a miniseries of two episodes of 30 minutes.
All content can also be viewed on Discovery.com.
It will have its own playlist on the Discovery channel on YouTube and can be followed even from the social networks of the channel and YPF Agro.
“This is a project that we fell in love with from the day we rethought the YPF Agro brand.
We liked the idea of bringing the countryside closer to the city, of being able to tell about all the challenges that the producer has at each stage of the production cycles, and the number of actors involved and the decisions that are made to produce more and better, "said Nicolás Winschel, Executive Manager of YPF Agro.
And he added: “2 years ago, when we relaunched the brand, we did it with the idea of transforming ourselves in order to grow.
We understood that to enhance our presence in agriculture we had to show ourselves in a different way.
That is why we began to build the new positioning and business model, focusing on the producer and the integral hectare, with a network of 102 distributors throughout the country and a portfolio that covers every moment of the field cycle and continues to expand ”.
The miniseries format was chosen because it allows to tell the themes from real stories and live them together with their protagonists.
In a leading innovation sector, such as agriculture, it makes sense to
tell things in a different way than the traditional ones
.
For his part, Leandro Caruso, CMO of YPF, indicated that "Beyond the ground ..." is for the company "a search for innovation also in the way of communicating our proposal, supported by the case of Julián and Lara, and with a miniseries that has the same attributes that the entire YPF Agro team works with every day, in every corner of the country: proximity, commitment and innovation ”.
Julián runs the agriculture and Lara runs the ranching, which, of course, have close ties to each other.
What is it about?
Julián and Lara constitute a couple of producers that manage a medium area in the humid pampas.
But, beyond the size of their farm, they are agricultural leaders, seeking continuous improvement and making sustainability a fundamental pillar.
The two are agricultural engineers, graduated from the University of Buenos Aires (UBA), and the tasks are divided in an orderly manner: Julián directs agriculture and Lara manages livestock, which, of course, have close ties to each other.
Julián maintains that “it is a great opportunity to be able to tell, through Discovery and with the impulse of YPF Agro, how is the day-to-day life of an Argentine producer who seeks to be efficient and profitable, but with full awareness of the importance of making the things well ”.
The engineer is clear that "what we are producing is food and we must take care of the resources with which we do it, so that future generations can continue working with them."
For Lara, participating in this project was a great joy.
“It allowed us to show what an entire sector does, not just us.
People will be able to see how we work in the field, how we make decisions, how we suffer and how we rejoice.
And, in my particular case, how do we implement the concepts of animal welfare that I consider basic for efficient and sustainable livestock farming ”.
YPF Agro, together with the producer
Very close to them, accompanying them in each instance, will be YPF Agro, as it is with thousands of producers from all over the country, providing them with fuel, seeds, fertilizers, products for the protection of crops and helping them even in the commercialization of grains.
That knowledge, together with the experience of Discovery, is what comes together here to tell, in 15 capsules of 2 minutes each, different key aspects of the Argentine countryside, from the importance of nurturing and caring for the soil to the leadership that the country worldwide in the production of biofuels and environmental protection.
Precisely, from Discovery, its Director of Advertising Sales for the Southern Cone, Martín Hernández, indicated that “in a world that has an excess supply of content, our platforms have an enormous power of attraction, in addition to being safe and suitable to enjoy in family.
With that force we generate stories like this one, with a local flavor, that connects companies like YPF Agro with their clients and the public ”.
Hernández added that "the world of video content changed and at Discovery we feel proud and protagonists of that change, which in this case we travel together with YPF."
In short, a new way of telling the Argentine countryside is coming, which comes with the great impulse of a company that is almost synonymous with the country.