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How a venture fund used videos to change its audience's perception

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About Omnivore

Our client, Omnivore, isa specialist agro-tech venture fund that helps entrepreneurs building the future of agriculture and food systems by providing them with the necessary funds.

Client brief

Client is a specialist agro-tech venture fund. The objective of the video is to help promote & launch a report about the future of agro-tech.

The target audience is broad: entrepreneurs, global DFIs, global investors, policy makers, think tanks, even the community at large to attract more talent and focus.

The brand objective is to demonstrate the fund's thought leadership, entrepreneur-focus, and highlight the exciting potential, dynamism and high stakes of agro-tech.

Additionally, we had to change perceptions about the industry. Agriculture is seen as a stable, boring, commoditized industry. Our goal was to correct that perception. We wanted to demonstrate that the field is advancing dramatically -- most readers will be surprised by the report's findings -- and highlight the stakes, risks & opportunities.

The immediate objective was to generate curiosity and desire for the report.

Storytelling principles used

A story should have at least one conflict or hurdle (we had several), with starkly different possible outcomes (famine or bountiful future, impact or wealth) that the audience cares about. A conflict creates emotional stakes for the audience – they will get emotionally involved

Contrast Principle: to accentuate a point, show something in stark contrast right before (black-on-white is much clearer than dark grey-on-grey)

Emotional rollercoaster: you create engagement by hooking the audience's emotions and alternating emotional highs & lows

Curiosity: is a powerful motivator. We create curiosity or suspense by promising something (information, action…), make the audience care about the answer, but withholding the answer.

Omnivore _ Motion Premium

Omnivore ScreenPlay

Scene 1

VO Script:

Entrepreneurs Create Jobs. Wealth. Valuable new solutions.

Mood, VO, Music:

Inspiring music

Visualization instruction:

Entrepreneur at work

Why? The Science behind this element:

Identifiable Hero

 

Scene 2

Shot 1:

VO Script:

But some entrepreneurs are driven to do even more.

Shot 2:

VO Script:

They want to change lives of poor farmers;

Shot 3:

VO Script:

Make agriculture more sustainable and eco-friendly.

Shot 4:

VO Script:

Improve the nutrition, quality & availability of our food.

Why? The Science behind this element:

The hero's Quest. Also highlight the hero's exceptionalism by accentuating the contrast with a normal entrepreneur. Finally, this sets up a big conflict in the hero's quest

 

Scene 3

VO Script:

Agro-tech ventures may be the most important investment for mankind. But they have not been the most lucrative.

Mood, VO, Music:

Inspiring music

Why? The Science behind this element:

Highlight a core belief we want to challenge. This is the setup. Also, take the emotion low to setup for the high emotion later (contrast principle)

 

Scene 4

VO Script:

However, a big change is coming

Why? The Science behind this element:

We promise a big change, but do not tell them what it is yet. Creates suspense and keeps the audience engaged, wanting the answer

 

Scene 5

VO Script:

We looked at what technologies will shape agriculture over the next decade. And the findings are surprising, even downright shocking.

Mood, VO, Music:

Shock

Why? The Science behind this element:

We wanted to prepare the audience for the shocking findings of the report. The best way to induce an emotion is to first feel it yourself, and express it clearly.

 

Scene 6

VO Script:

A lot can change in 10 years. Look at what happened to mobiles since 2010.

Why? The Science behind this element:

Familiar analogy to show pace of tech change. This is to counter the implicit belief that changes in agro-tech will only be incremental

 

Scene 7

VO Script:

Entrepreneurs & innovation, with support from smart capital can overcome the challenges.

Mood, VO, Music:

Inspiring music

Visualization instruction:

Omnivore logo

Why? The Science behind this element:

Subtle association of the brand with "smart capital"

 

Scene 8

VO Script:

And create magic. Why must we choose between impact and wealth. Why not impact and wealth?

Visualization instruction:

Farmer shows gratitude

Why? The Science behind this element:

Gratitude is the highest form of payback.
Drive home the point (impact AND wealth) by contrast (both intellectual & emotional) with the setup earlier, and drama (emphasis in voiceover).
Further, this is an Insight for the audience -- and an insight, delivered with conflict & drama, makes a video memorable

 

Scene 9

Shot 1:

VO Script:

However, there is a dark cloud. Climate change threatens are food supply.

Shot 2:

VO Script:

So, what future will we create? It’s a race against time.

Shot 3:

VO Script:

Global warming could unleash pathogens or create vast intractable deserts.

Shot 4:

VO Script:

Or we could create a bountiful, sustainable future

Shot 5:

VO Script:

Where Agri crops which reverse carbon trends

Shot 6:

VO Script:

And we promote both biodiversity and food diversity

Shot 7:

VO Script:

But this needs deep expertise, passion, and sustained focus on farmers. All of us -- Policy makers, Entrepreneurs, Consumers have to drive change,

Shot 8:

VO Script:

Omnivore continues to support entrepreneurs working to realize this future.

Mood, VO, Music:

Shock

Visualization instruction:

Climate Change.

Why? The Science behind this element:

Again take the emotion back down from a high (emotional rollercoaster)

 

Scene 10

VO Script:

So What future will mankind create?

Visualization instruction:

Presenting the Omnivore 2030 Report

Why? The Science behind this element:

Cap the high stakes on a note of curiosity (a most powerful motivator), creating a conflict but not resolving it, leaving the viewer with a desire to read the report

 

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