Mission 2050

For John Deere

Strategy / Concepting / Creative Direction / Writing / Producing / Directing

BRINGING JOHN DEERE’S HIGHER MISSION
INTO FOCUS

While most companies have a mission statement, John Deere is on an actual mission: To support those responsible for feeding, sheltering and clothing the 10 billion people who will call this planet home by the year 2050. I think anyone would be hard pressed to find a company that better understands its higher purpose than John Deere.

CELEBRATING THE NEXT GENERATION
OF RESOURCE PROVIDERS

The Mission 2050 campaign celebrates the next generation of resource providers through a blend of documentary films, and traditional communications designed to complement John Deere’s longstanding commitment to brand journalism. Our job was not to profile products, but rather the people who are making life better for the rest of us.