UNEARTH MORE

For John Deere Construction

Creative Strategy / Concept / Copy Writing / Producing / Directing

LOOKING PAST THE IRON

This John Deere campaign was launched at the 2020 CONEXPO Show. The tri-annual convention attracts over 150,000 construction equipment buyers from all over the world, who converge on Las Vegas for five days to see the newest technologies available for their job sites. The challenge, as you might imagine, is standing out among virtually every other equipment producer in the world, and getting buyers to remain in our exhibit as long as possible when there is so much else to see.

TO THOSE WHO STAND BEHIND IT

Every single John Deere Construction dealer in the country attends the show in addition to their customers. We learned that the more dealers we have in our booth, the more customers we’ll have. Our channel-friendly strategy was to produce an exhibit that appeals to our own dealers as much as our customers. So, we converted our entire exhibit into a 38,000-square-foot tribute to the relationships between our dealers and their customers.