- Branding
- Sustainable Narrative
- Communications
- Scientific Divulgation
When Viterra approached us, they had already achieved an unprecedented milestone: measuring the carbon footprint across half a million hectares—an unparalleled accomplishment in the agricultural sector. But they wanted to take the project even further by giving it a unique identity that captured its sustainability purpose and commitment to the planet. They needed a name and an image that reflected the project’s ambition, aligned with the growing demand for sustainable products in the global market.
We developed an extensive identity and a targeted audiovisual campaign that underscored the practical, sustainable impact of the platform. Through strategic B2B messaging, we highlighted the project unique value proposition, ensuring a launch that not only captured attention but also built credibility and fostered engagement across Viterra’s extensive network and collaborators.
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The Challenge:
A Cohesive, Impactful B2B Launch
Our task went beyond creating a name and brand identity. Given the B2B nature of Igaris, we needed to ensure the launch was a clear success within the agricultural industry. This required a communication strategy that resonated with business partners, international stakeholders, and environmental advocates alike. The goal was to position Igaris as a pioneering tool that not only tracks carbon footprints but also elevates Argentine agriculture on the global stage.
We developed an extensive identity and a targeted audiovisual campaign that underscored the practical, sustainable impact of the platform. Through strategic B2B messaging, we highlighted Igaris’s unique value proposition, ensuring a launch that not only captured attention but also built credibility and fostered engagement across Viterra’s extensive network.
- The solution
We immersed ourselves in Viterra’s vision to create a name and visual identity that would embody their mission. This is how Igaris was born, a brand symbolizing the cycle of measuring, reducing, and growing. Igaris is not just a monitoring platform; it is a meeting point between environmental commitment and the future of Argentine agriculture. The design of Igaris’s visual identity was inspired by nature, featuring graphics and elements that reflect the balance between technology and sustainability, emphasizing the strength of a platform dedicated to environmental care.
- The Name
Ígaris emerged from an in-depth collaboration between Felicidad and Viterra, driven by the need to name a groundbreaking carbon footprint measurement initiative. The research process delved deeply into Viterra’s mission of promoting sustainable agriculture and its connection to Argentina’s rich agricultural heritage. After exploring various cultural and ecological symbols, the Igary tree, a native species of the Argentine northeast, stood out as the perfect inspiration. This resilient tree, deeply rooted in the local ecosystem, became a metaphor for growth, regeneration, and a harmonious relationship with the environment.
The name Ígaris not only reflects these values but also bridges local significance with global ambition, aligning with Viterra’s vision of leading sustainable practices in agriculture. By choosing Ígaris, the project embodies both its Argentine origins and its role as a catalyst for meaningful environmental change worldwide.
- The narrative
At Felicidad, we understand that sustainability is more than an ethical imperative—it’s a strategic advantage. The Igaris campaign reflects this narrative, showcasing how Argentina’s agricultural sector can leverage carbon reduction as a competitive edge on the global stage. Through the lens of innovative producers and the harmony between tradition and technology, we communicate a powerful story: measuring and reducing emissions is not just about compliance, but about leading with purpose. With messages like “Mejor se mide, mejor se negocia,” the campaign illustrates how Igaris transforms sustainability into tangible value, opening doors to international markets, certifications, and a future where Argentina is recognized as a global leader in regenerative agriculture.
- The impact
The Igaris program, developed by Viterra, has already made significant strides in promoting sustainability and carbon footprint reduction in the agricultural sector. With over 500,000 hectares measured in 2023, the program expanded to reach over a 1 million hectares by the end of 2024. This platform, designed to digitally measure and monitor carbon emissions, has positioned Argentina as a competitive player in the global market by showcasing its agricultural efficiency and aligning with international sustainability standards.
Through the adoption of regenerative practices and the integration of advanced technologies, Igaris has not only reduced carbon emissions but has also provided producers with the tools to achieve international certifications, boosting their economic and environmental impact. This initiative underscores Viterra’s broader commitment to achieving carbon neutrality by 2050, setting a benchmark for sustainable growth in the agricultural industry.
- Carbon Reduction as a key competition asset
The Igaris project was built on a simple yet powerful realization: without precise measurement, competing on a global scale is nearly impossible. This foundational insight, embraced wholeheartedly by the client, became the cornerstone of the initiative. By equipping producers with the tools to accurately measure their carbon footprint, Igaris addressed the growing demand for transparency and sustainability in international markets.
This clarity in the client’s understanding allowed us to craft a program that not only empowers producers but also positions them as frontrunners in sustainable agriculture. The ability to measure isn’t just about compliance—it’s about creating a competitive edge, and this focus has driven the project’s success, helping Argentine agriculture stand tall in the global arena.
- Media impact
The media response to the Igaris program has been nothing short of transformative. Recognized as a groundbreaking initiative in sustainable agriculture, Igaris has captured the attention of major publications like La Nación and leading agricultural platforms. These features have showcased its ability to redefine competitiveness by providing producers with tools to measure and reduce their carbon footprint.
Beyond traditional media, the program’s campaigns on social media have generated widespread engagement, driving conversations about sustainability and innovation in agriculture. This momentum has not only solidified Igaris as a leader in environmental responsibility but has also placed Viterra and Argentina at the center of the global push toward regenerative farming practices.
Agro TV
https://www.youtube.com/watch?v=shG_35SoyLQ
Agrositio
Agroverdad
La Nación
Todo Noticias
Fortuna / Diario Perfil
Clarín
https://www.clarin.com/rural/decir-vienen-contramano-subirse-autopista-lado-bueno_0_YpJ8SRaZ0D.html