concepting & script writing – agency: Signal Theory
Next-Gen Farmer Concept:
John Queer
John Queer speaks to the next generation farmer, showing them that you don’t have to look or love a certain way to be a part of the agriculture community.
The campaign would utilize social media interview clips with LGBTQ+ farmers talking about how their identity impacts their farming career.
The videos would kick off during Pride month with John Deere's social media handles changing to @JohnQueer. The videos would continue throughout the year, because just like farming, inclusivity takes time and effort.
A donation to charities like the Cultivating Change Foundation, which values and elevates LGBTQ+ agriculturalists, would put action behind the campaign.
One Parts Counter Community/Forum Spot:
John Deere has both a full-service parts counter and a robust online community. Both are incredibly valuable to farmers, yet underrepresented by the brand. My fix? Create a spot that speaks to the latter to promote the former.
Farming can be quite isolating, so having an online space to connect with other farmers is both a reprieve and a resource. Just like John Deere's One Parts Counter.
Inspired by real posts on farming forums, this spot is an ode to how creative, knowledgeable, and tight knit the community is, while reminding farmers that John Deere has everything they need to keep working.
Script:
Farming is tough on your equipment.
So for every ...
My nephew hung my skid plates on a post... time to browse the reman catalog.
Busy season got my 9R 390 to 9000 hours. Gotta replace the clutch.
Anyone tried the LED work lights? Gotta increase my visibility.
So birds have been nesting in my engine...who should I call?
We’ll be here.
We’ll be here.
One Parts Counter for _________ Parts
Maintenance
Replacement
Reman
Upgrade
All your
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