AgroAruil
Advertising
As an advertising agency, we took over AgroAruil’s communication to turn a stagnant regional fair into a massive event. We linked an agricultural economy generating 30 million euros a year to the concept “The real festival of the land”. The creative strategy and paid media translated into 2.7 million digital views and a historical turnout that completely sold out and shattered the organization’s expectations.
If it is more than just a regional fair, we have to say it
Regional fairs almost always fall into the same trap: amateur posters, lukewarm communication, and the passive expectation that people show up just because they live nearby. Aruil was stuck in this cycle. Younger locals hid their connection to field work, and the region treated a powerful economic engine like just another weekend street festival. The organizers wanted to rethink the event’s communication so it actually reflected how the locals feel about AgroAruil.
Rubbing salt into the wound for a region that produces so much
We rubbed salt into the wound of the briefing. Aruil produces 60% of the country’s aromatic herbs and generates 30 million euros annually. Why was its public image that of a simple village? Our mission was to build a narrative uniting the wisdom of older generations with the ambition of the youth, inviting the urban public to look at a tractor with the same respect they give to a high-precision industrial machine.
The Tagline
As a creative agency, our response was straightforward. We launched the concept and the tagline “The real festival of the land”. We adopted an authentic, robust, and rustic tone of voice, embracing an event with dirt on its hands and technology in its tractors. Because the organization had a very poor photographic archive, we created a proprietary visual universe that solved this weakness with distinction.
Getting the house in order with a proprietary concept
Structuring the visitor experience was the starting point. We created signage that divided the fair into micro-concepts: “The Plentiful Table” for gastronomy, “The Backyard” for gardens and livestock, “The Eye-Opener” for the bar, and so on. This spatial organization, combined with guerrilla actions, shifted public expectations before they even stepped foot on the grounds. What we delivered:
Communication Strategy
Verbal Identity and Copywriting
Visual Identity and Key Visual
Brand Activation and Guerrilla Marketing
Social Media Management and Paid Media
Advertising Campaigns
How to turn dirt roads into 2.7 million views
The numbers proved that getting uncomfortable sells tickets and fills venues. On social media, we reached over 1.5 million views on Facebook and 1.18 million on Instagram. On the ground, the impact was undeniable: on the day of the D.A.M.A. concert, access wristbands sold out completely, with over 5,000 people packing the venue in a single day.
Simultaneously, humanized organic content generated over 12,000 interactions on Instagram and more than 10,000 on Facebook. The new Instagram page, built from scratch, overtook the old profile in followers. Across all three days, overall attendance shattered the organization’s initial expectations.
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