Monsanto wanted to introduce a new trait brand called Genuity at an American Seed Trade Association (ASTA) event in Chicago. So we created a movie premiere theme.
These posters were on display in the lobby, where guests nibbled appetizers and sipped cocktails before the big event. Inside, they were treated to a series of "coming attractions," movie-style trailers based on the functional benefits of the Genuity seed traits – Herbicide Tolerance, Insect Protection, Weather Protection and Increased Productivity.
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| Herbicide Resistance |
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| Insect Protection |
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| Weather Protection |
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| Increased Productivity |
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| 3D Mailer with tiny velvet ropes |
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