For the launch of the EZTrak Z600 Series zero-turn mower and 1 Series subcompact utility tractor, GSD&M recently rolled out two campaigns for John Deere with one overarching message: John Deere equipment allows people to see and do what’s possible with their lawns. In the “Evolve” campaign, time-lapse photography is used to reveal the process behind improving, changing and beautifying a piece of property overtime. The “Lucky” campaign seeks to show the benefits of the EZTrak and 1 Series equipment through demonstration of product features.
Lucky
Get a load of the latest wave of John Deere equipment. With more bells and whistles than a guy could dream up, this campaign just shows the machine going thru it’s paces, and describes in a fun way how we must be the luckiest generation of John Deere owners ever.
Evolve
No matter how big or how small their property, John Deere owners love their land. Through time lapse photography and a little bit of special effects, we show what’s possible to create with a John Deere through the years.
Creative Credits:
TV
Launch Date: March 2011
Chief Creative Officer: Mike Wilson
Group Creative Director: Tom Gilmore
Creative Director: Stephen Land
Associate Creative Director: Cheyenne Gallion
Art Director: Maureen McFee
Copywriter: Jenn Totten
Photographer: Mike Newell (John Deere Visual Services)
Director: Janusz Kaminski
Agency Producer: Natalie Lum Freedman
Business Manager: Jacqueline Djanikian
Project Manager: Erica Ashley
Production Company: Independent Media
Producer: Lindsay Skutch
Editorial Company: Arcade Editorial
Editor: Alex Hagon
Art Buyer: Jessica Spruill
Account Service: Lauren Hood, Cara Maschler, Jessica Hardy
Marketplace Planning: Madhavi Reese
Music for Lucky – Singing Serpent
Music for Evolve – Tequila Mockingbird
Launch Date: March 2011
Chief Creative Officer: Mike Wilson
Group Creative Director: Tom Gilmore
Creative Director: Stephen Land
Associate Creative Director: Cheyenne Gallion, Jesus Felix
Art Director: Maureen McFee
Copywriter: Jenn Totten, Rusty Broome
Photographer: Mike Newell (John Deere Visual Services)
Agency Producer: Kelly Grant
Business Manager: Jacqueline Djanikian
Project Manager: Erica Ashley
Art Buyer: Jessica Spruill
Account Service: Lauren Hood, Cara Maschler, Jessica Hardy
Marketplace Planning: Madhavi Reese
DIGITAL
Launch Date: March 2011
Chief Creative Officer: Mike Wilson
Group Creative Director: Tom Gilmore
Creative Director: Stephen Land
Associate Creative Director: Cheyenne Gallion
Agency Producer: Dolores Palmisano
Business Manager: Jacqueline Djanikian
Project Manager: Erica Ashley
Digital Designer: Evan Matthews
Production Company: Visual Goodness
Art Buyer: Jessica Spruill
Account Service: Lauren Hood, Cara Maschler, Jessica Hardy
Marketplace Planning: Madhavi Reese
RADIO
Launch Date: March 2011
Chief Creative Officer: Mike Wilson
Group Creative Director: Tom Gilmore
Copywriter: Jenn Totten
Agency Producer: Bebe Baldwin
Business Manager: Jacqueline Djanikian
Project Manager: Erica Ashley
Recording Studio: Pony Sound
Account Service: Lauren Hood, Cara Maschler, Jessica Hardy
Marketplace Planning: Madhavi Reese
