John Deere
A Different Kind of Crown
/ About the project
John Deere is a household name, but few understand what the brand stands for. To tell John Deere’s story beyond equipment, this campaign challenged stereotypes in farming by celebrating women in agriculture and encouraging the next generation to follow their passion in the field. Sometimes, a little encouragement can be the best gift of all.
/ Insight
Women make up 30% of farmers in the U.S. (and that’s just counting those in the field). Yet, if you look at the marketing landscape, they aren’t well-represented.
/ Results
71+ Million impressions
100% Brand sentiment
