Our campaign focuses on changing the fundamental misperception that 'Cargill = Commodities'. The target audience sees Cargill as focused on the commodity buy/sell transaction at the expense of working with the customer to reach a mutually beneficial end. Cargill's global array of business units are full of examples of how Cargill has used its size, scope and expertise to help a customer solve a real business challenge. The creative challenge is to communicate the scope and expertise of Cargill's expansive global enterprise in a concise, yet compelling manner. Creative strategy employs a case study approach with a human storytelling fashion.