Fallow Master: Fallow Master, weed control for fallow fields, had no brand identity.

We created a superhero, "Fallow Master," who fought evil weeds with names like Ivan the Russian Thistle and Pretty Boy Pigweed. The award-winning print and equally outrageous radio ran over two seasons. People contacted radio stations and Monsanto field reps to find out what the next episode would be. Not surprisingly, Fallow Master sales jumped accordingly.

Ads done while at Osborn & Barr Communications Inc.