Cates are a key player in the global grain and seed market. We worked with the Voice design team to get a fix on Cates’ positioning and help them better articulate who they are and what they want to achieve.
The strategy focused on positioning this integrated forestry company as a creative force for change: redefining not just how and where wood fibre is grown and processed, but where it is used and the role it can play going forward.
This powerful campaign challenges those across our primary sector to rethink our collective approach to what we produce. It calls upon all involved to apply the concept of taiao to how we manage our resources and add value to our products.