| Title | Earth Flatteners |
| Agency |
VML
|
| Campaign |
Earth Flatteners
|
| Advertiser |
John Deere
|
| Brand |
John Deere Heavy Construction Equipment
|
| Posted | November 2021 |
| Business Sector | Agricultural Equipment & Machinery
|
| Story | Believe it or not, there are thousands of people who think the Earth is flat. Theories have been raised and societies have been formed where many (including celebrities) try to logically explain why the Earth simply has no curve. No brand has ever engaged with this theory, until now. RDO Equipment Company and John Deere are making flat earth a reality with their technologically advanced Earth Flatteners - they do flatten Earth, just totally differently. The campaign features tongue firmly planted in cheek videos, headlines and copy that promote the Earth flattening benefits of John Deere's construction dozers, loaders and graders across John Deere dealer RDO Equipment’s local trade area. When you ride a John Deere dozer from RDO.. yes, the Earth is flat. And if not, we can make it flat. |
| Problem | Not only is brand conversion tough to achieve in the construction equipment industry, but it's a crowded market where upwards of two dozen competitors are fighting for share. And while John Deere is a leader in agriculture equipment, best known for their green tractors, the green fades away into a sea of yellow construction equipment where it's difficult to stand out.If a construction equipment brand doesn't have strong awareness & consideration, driving sales at the dealership level is that much harder. Relationships between customers and dealers in this industry are therefore crucial for sales, especially repeat sales, and must often be engaged and nurtured.Understanding the landscape and challenges, the problem to solve easily presented itself: How can we help John Deere's construction line stand out in a cluttered environment, pointing shoppers to the dealer who can help them get the job done at the right price? |
| Media Type |
Web Film
|
| Global Chief Creative Officer |
Manuel Bordé
|
| Executive Creative Director |
Melvin Strobbe
|
| Regional Creative Director |
Oswaldo Sa
|
| Creative Director |
Federico Mariani
|
| Creative Director |
Alberto Triana
|
| Associate Creative Director |
Mark Thompson
|
| Creative Group Head |
Mark Wolff
|
| Digital Creative Director |
Matt Finley
|
| Digital Art Director |
Eric Holloway
|
| Designer |
Hank Washington
|
| Executive Producer |
Nanci Santiego-Meyers
|
| Production Designer |
Chris DelMonico
|
| Motion |
Lucas Pimenta
|
| Content Designer |
Lucas Pimenta
|
| Strategy Director |
Rohan Mandelia
|
| Account Director |
Bert Smith
|
| Account Executive |
Mike Sulik
|
| Media Director |
Marina Budi
|
| Media Director |
Katie Grisson
|
| Media Director |
Nick Violette
|
| Paid Search Manager |
Rachel Grossman
|
| Social Media Manager |
Jess Laurello
|
| Digital Display |
Allison Broman
|