CHALLENGE
The 2009 Farm Progress Show was the third consecutive show in which Monsanto had a chance to feature a technology development plot.  The company desired a fresh approach to the opportunity, one that would allow tour participants to easily understand what products are and will be available to them.  PSG had to bring three elements—breeding, biotechnology, and better agronomy—to life, both visually and verbally.

SOLUTION
PSG developed a unique tour experience for visitors of the Monsanto plot by first changing the shape of the field plot from a rectangle to a triangle.  This helped bring clear focus to Monsanto’s firm commitment to breeding, biotechnology, and better agronomy, and farmers were clearly able to follow the processes on the tour.  Additionally, PSG created “yield tubes” that offered visuals of various yields throughout history to put the goal of doubling yields by 2030 into perspective.  PSG used signage, photos, and props to illustrate the benefits of new technologies and build subsequent excitement.