BtoB's Best - Print Campaign (more than $200,000): John Deere

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John Deere Agency: gyro Chicago Campaign: “Right Now: Brand” Launch date: August 2011 Creative credits: Executive creative director: Doug Kamp; creative director/copywriter: Brian Peters; creative director/art director: Scott Emond; senior art director: John Castaneda; designer: Dan Fergus Why we liked it: John Deere's brand campaign seeks to position the company not just as a manufacturer of farm equipment but as an enterprise that's working to make food production more efficient as the world's population grows. The ads feature photography of John Deere machines working vast expanses of farmland. There's a nice block of white space and a restrained use of the company's signature green and yellow colors. Snappy headlines pique the reader's interest—“When there's billions of people creeping up on you, the extra horsepower sure comes in handy”—and copy explains how John Deere's technological advance-ments are addressing the problem. The ads address the big picture, but it's nice to see a measure of specificity in the copy, with details, for example, about how the company's satellite-guided combines are three times more efficient than they were 10 years ago.
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