John Deere Residential Line
Art Directors: Raquel Van Nice and Jessi Michelle Thomas
Copywriter: JP LeRoux
Account Planner: Sarah Louise Tyler
What do you get when you take a talking deer and a Southern gentleman and give them a radio show? Well that's exactly what you find out within this campaign. Our objective? Create an alternative culture of suburban lawn enthusiasts who have the same brand allegiance to the residential line that is often associated with the brands commercial farming products. The strategy? Make our audience realize that their house didn’t come with a lawn, it came with a lifestyle. Our creative Idea: create a world where people live and breathe lawn care. Our support for this campaign idea relies on John Deere's established history of reliable products and our appreciation of a hard-work ethic that resonates with Middle America suburban lawnscapers.
CAMPAIGN VIDEO
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Microsite
The central hub for John + Deere Radio Show's Facebook page, radio shows, Twitter feed, and YouTube page.
TV SPOTS
Cinematographer: Michael Sandridge
John: Nick Kemp
Voice of Deere: JP LeRoux
Title: Gambling Problem
60 sec spot
John is surprised to hear of Deere's gambling problem.
Title: Deercist
60 sec spot
John jumps to a conclusion about Deere.
Title: Lawn Porn
60 sec spot
Deere get curious about John's vices.
PODCASTS
MAGAZINE
Photographer: Chris MacArthur
MUA: Katie Winton-Henry
Photo Retouching: Raquel Van Nice