NEW SCIENTIST LIVE
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FARMER'S WEEKLY

Agriculture has a perception problem. Not with the people inside it but with the generation it needs most. Farmers Weekly came to us with a challenge that goes beyond marketing: how do you inspire young people to consider careers in a sector they've never really seen?

The answer was 'Curious by Nature' a social-first campaign built around real people, real roles, and real workplaces. Across Instagram and TikTok, we created short-form video content designed to challenge assumptions and broaden what young audiences believe agriculture actually looks like. Not tractors and muddy fields but scientists, technologists, storytellers, and innovators, all playing a part in feeding the world.

The campaign was built for the long game: growing momentum across platforms while building anticipation for Farmers Weekly's presence at New Scientist Live 2026, where agriculture and curiosity share a stage.

This wasn't recruitment advertising. It was cultural reframing and it started with finding the right humans to put in front of the camera.