Planting a seed

Colle+McVoy attempts to jazz up young people’s image of agriculture in a recruitment video for Minnesota’s new Ag Academy, a high school that opens this fall.

The video, being shown in junior high schools and guidance offices throughout the Twin Cities area, uses a stylized rap and arresting visuals to attract ninth and 10th graders to the school.

“It’s really a fun piece,” said agency president Phil Johnson. “It must be exciting and new to appeal to this audience.”

The Minneapolis shop was drawn to the pro bono work because of its agribusiness-heavy roster, which includes DeKalb Seeds, DirectAg.com and Cenex/Land O’ Lakes, Johnson said.

“Agribusiness is an important part of our mix and we wanted to give back to the community,” he said.