Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

Land Lovers

Entered in Branded Content

Objective

As the trend continues to grow for American families turning back to their roots for connection to their communities and families, we wanted to explore how this desire for nostalgic experiences and strength-seeking was surfacing for farmers across the United States. 

There is no greater group of individuals affected by inclement weather conditions and climate change as farmers - highlighting their love for their land and family was an organic story worth telling for The Weather Channel.  Partnered with Mahindra Tractors, we sought out to identify farmers that held a family connection to their land through generational farming. It was our goal to profile these farmers highlighting the farm location they chose, the passion they have for their animals and land, and how weather plays a supportive and critical role in their daily lives.

 

Strategy

Through custom content, brand integration and social promotion, in parthnership with Mahindra Tractors, we created a cross platform continuous storyline to inspire and engage weather enthusiasts, hobby farmers and families everywhere.  Profiling small farms coast-to-coast, The Weather Channel Meteorologists filmed in-field meeting each family and profiling their story of family farming.  Taking a cinematic approach throughout the storyline, Mahindra Tractors is seen as the backbone for farming activities and a trusted partner to tackle all needs.  Aligned to key seasonal periods, the content premiered on The Weather Channel social platforms as well as linear exposure across all dayparts.

What made this content so unique is that so often stories of farming are fraught with devestation, we aimed to create a story that brought the true passion for farming forward.

 

Results

Media

Video for Land Lovers

Entrant Company / Organization Name

The Weather Channel

Entry Credits