John Deere Construction
A campaign built from the mentality of customers.
John Deere’s tradition of innovation has always distinguished the brand among a sea of competitors. But in order to break out of the saturated market of construction, a new perspective and strategy was needed. Our team tapped into a truth about both our customers and the John Deere brand to create a campaign rooted in a mentality of never settling, always pushing for better solutions, and taking on impossible challenges. Never Idle quickly became larger than a new position, but a rallying cry—and beloved brand—for internal and external audiences.
Real customers, action, and attitude.
We developed an all-new look and feel for the brand—and a first in construction advertising—where customers are shown as the heroes of the jobsite. Competitors have shown machines in dramatic and overly stylized settings, so we took a photojournalistic approach to depicting equipment in use, in real lifestyle moments. The goal was for customers to see themselves in all advertising and know that John Deere understands the daily grind of the jobsite.
The Never Idle brand.
We brought Never Idle to life in everything from print and social, to TV and motion treatments with a design system that embraced attitude, boldness, and a constant sense of motion that mirrored the mentality of John Deere customers.
Smarter always works harder.
Many competitors use complicated illustrations and techy diagrams and language to communicate equipment innovations. Our team developed a series of content pieces and motion graphics that keep the focus on the customer and communicate Deere’s precision construction technology using simple language and straightforward visualizations.
ConExpo 2023
ConExpo is the largest construction trade show in North America, held every three years in Las Vegas. Our team led the creation of content and design for everything from hour-long run-of-show video and on-screen graphics, to environmental takeovers and 3D outdoor placements on the Vegas strip. This was the largest expression of the Never Idle campaign to date and was one of the most visited indoor and outdoor booths at the show.
Vegas Loop Station Takeover
Vegas Loop is a series of tunnels running several miles under the city where visitors can be driven in Teslas to various destinations. We designed a takeover of the Central Station and accompanying video messaging and wayfinding to direct ConExpo visitors to John Deere’s indoor booth where all-new electric equipment was a primary focus.
3D Outdoor
Never Idle came to life in 3D on high-impact outdoor placements along the Vegas strip where our team strategically used the curved building facades to create reality-bending animations and messages.