BASF Turf

We launched the Greatest of All Turf (GOAT) campaign at the 2023 GCSAA Trade Show, leaning into the messaging that Intrinsic brand fungicides give golf course superintendents and their courses a cutting-edge over the competition.

For 2024, we evolved GOAT’s messaging to tell the stories of the supers and introduce the newest member of the Intrinsic brand fungicides family, Aramax.

Here’s where my two concepts landed—FORE!

Concept 1

Gold text on a dark background reads 'Stroke of Genius'.

Every course begins as a blank canvas. On it, supers and their teams are expected to paint excellence in the form of living, breathing, perfectly playable works of art. As we unpack what it means to be the Greatest of All Turf, why not explore it from the perspective of those who do their jobs well enough to elevate our industry into a craft?

Inspired by this attitude, we could present BASF programs, products, and people as the instruments necessary to transform courses into brilliant masterpieces.

THE COURSE IS YOUR CANVAS

A large digital screen displaying the text 'The course is YOUR CANVAS' with a logo in the top left corner, set up in a dark indoor space with a high ceiling.
Digital display at an indoor stadium shows an advertisement for a beverage, with the word "INNOVATION" in large yellow letters and an image of a silver bottle on grass.

INNOVATION IS OUR ART FORM

Concept 2

A golf course green at night with bold gold and black text that reads "BE GREATER THAN." The design features gold diagonal stripes and white outlined arrows pointing towards the center.

Becoming the Greatest of All Turf means overcoming challenge after challenge, not only by meeting each one head on, but by rising above it entirely. Armed with cutting-edge resources, turf pros become the unyielding guardians of the green, protecting every square inch of their course by outsmarting nature’s obstacles, ensuring every game played there will be nothing short of perfection.

Because our goal is not just to be great, but to be greater than every expectation thrown at us.

A large container of Aramax fungicide in the foreground with a dark sky and green grassy field background, with the text "Take Fairways to the Max" at the top.

THE WINNER!

Trade show booth for BASF with bright blue signs reading 'Be the Greatest of All Turf' and 'Greater for the Future,' featuring tables, chairs, and screens in an exhibition hall.
Advertisement for Aramax intrinsic brand fungicide with the slogan "Disease has met its max" and a container of the fungicide labeled Aramax.
Promotional graphic for a trade show highlighting the importance of addressing greater disease, weather, pressure, and budgets. It invites visitors to a booth #3150 at the GCSAA Conference and Trade Show, featuring an image of a person's hand touching grass.