Future farming
How regenerative agriculture can boost biodiversity, combat climate change and support farmers, while reshaping food systems for the better
In partnership with Rabobank
Year
2024
Client Brief
Rabobank, a global agri-finance leader, was keen to make regenerative farming and soil health resonate with a high-value urban audience. Our challenge was to shift perceptions, positioning farming as a space for innovation, not just tradition. In a market overloaded with sustainability buzzwords, clarity and credibility were key. And, with regenerative agriculture still loosely defined, we saw an opportunity for Rabobank to lead the narrative. We aligned progress with purpose, showcasing ways in which the bank empowers farmers to future-proof their practices. This reframed Rabobank as not only a financier but also a force for change in agriculture, sustainability and the future of global food systems.
Credits
Illustrator: Giacomo Bagnara
Credits
Illustrator: Giacomo Bagnara
Our approach
We presented regenerative farming not as a rural cliché but rather a blueprint for innovation. “Farming for the Future” planted a seed of truth: that sustainability and tech are not at odds. To suggest this, we combined slow, lifestyle-inspired visuals with interactive, code-driven animation, demonstrating a harmony between analogue and digital. Content-wise, we focused on how farmers are adapting with purpose, not nostalgia. The resulting article spoke to the FT reader’s appetite for progress and nuance.
