This was a unique, if not an unusual, product launch campaign. Because not only did we want to generate awareness for John Deere’s new 2012 product line, but also for the customers who designed those machines. John Deere is the only heavy equipment producer in the world that has customers work alongside its engineering team (over the course of several years) to bring each machine to market. It’s an important distinction that adds value to John Deere’s products and brand.