BASF Collis Keyviusal | Ideart Advertising Agency | Creative Strategy & AI-Driven Design

Brief

With this advertisement created for BASF, our aim was to communicate the long-lasting protection Collis® SC provides against powdery mildew in hazelnuts, emphasizing that the product does not race against time—but turns time in the user’s favor. The visual, featuring hazelnuts instead of sand inside an hourglass, directly references the product’s target sector (hazelnut growers) while establishing a symbolic connection with time. The line “Time Is on Your Side!” powerfully and memorably reinforces the long-lasting efficacy of Collis® SC. The target audience includes hazelnut producers and professionals seeking effective and sustainable crop protection solutions.

Insight

For hazelnut growers, powdery mildew is a seasonal threat that can seriously affect both quality and yield. As a result, producers look for solutions that provide not just immediate, but long-term protection. With Collis® SC, BASF directly addresses this need, while the advertisement communicates—through a strong metaphor—that the brand stands by producers in their ongoing battle against time. The hazelnuts inside the hourglass symbolize not only time, but also effort and the future. Because with this product, the real gain is being able to use time to one’s advantage.