InVivo, one of Europe's leading agricultural groups, wanted to produce the first advertising film in its history to coincide with the Rugby World Cup, for which the group and two of its brands - Cordier and Boulangerie Louise - are Official Suppliers of terroir products. With its strong rugby DNA, InVivo wanted to take advantage of this event to create, with the W agency, its first brand campaign on the theme of the fields, the terroirs and the promise to honor all these under-represented professions that help feed the world.
The land and the fields are what link InVivo's agricultural and rugby professions.
We play a rugby match the way we think about agriculture: we prepare, we play and we do everything we can to win.
A campaign drawing parallels between agricultural fields and rugby pitches, built around a powerful idea: it's on the pitches that great victories are cultivated.
Just as every rugby match is an opportunity to win a great victory, every harvest, every production, every vintage is also an opportunity to win the greatest victory of all: that of feeding humanity. With the various crises we are experiencing - climate change, the war in Ukraine, the grain war, inflation - the stakes linked to food security are crucial.
This campaign is therefore a way for the brand to promote all French terroirs.