This is the first excursion into mass media for PotashCorp. New business for all involved. The campaign included national TV and supporting print. Israeli sand artist Ilana Yahav brings to life the story that nourishing the soil with potash leads to the nourishing of minds. To do so she traded her usual medium of sand for granules of potash itself. Hang in to watch the making-of video. Graham Lee executed the spot.