Das Syngenta Group Global Orchestra

Who is Syngenta Group?

Syngenta Group is a leading global company focused on innovative developments in agricultural technologies. In particular, it offers seeds, crop protection products and digital services. It helps farmers supply the world with food, feed, fiber and fuel. The Syngenta Group consists of Syngenta Crop Protection, Syngenta Seeds, Adama (crop protection solutions ) and Syngenta Group China (overarching business ). Syngenta currently has around 49,000 employees from more than 100 countries - a team that is characterized by its internationality.

About the project.

In 2021, our agency why do birds was commissioned by Syngenta Group and Syngenta Group China to create a holistic, cross-brand audio branding. As an agricultural technology company, Syngenta Group's work is deeply rooted in nature. The closeness to nature forms the guiding idea for the sound concept, which we developed in collaboration with Globeone. The inspiration for this unique sound is the four seasons, which determine the work of all farmers on earth.

Employees around the world come together in this orchestra.

For a company with employees worldwide, we came up with a special concept that would make the new sound of the brand tangible for everyone. Our idea was the "Syngenta Global Orchestra", which brings the team from the different countries together through a joint project.

In preparation for this, we divided the respective pieces of music of the seasons into different notes and playalongs. More than 120 employees participated in the orchestra and sent us their interpretation of the music. Various instruments were used, voices and sounds were used. We even received a version played with the erhu. An erhu is a two-stringed instrument that is bowed. This traditional Chinese string instrument plays a very special role in the Syngenta Sound.