Farming isn’t easy in Australia and yet Australia’s primary producers persevere through highs and lows. Australia depends on that. So do many people throughout the world.  Leo Burnett has created a brand campaign for Case IH that provides equipment to farmers, which celebrates the tenacity of Australia’s farmers. It’s What We Do is running across TV, social, digital and OOH.

The timing is impeccable. A celebration of the farming community has never been more relevant with Aussies demanding more transparency around their food’s origins. The brand platform aims to create growth and a deeper connection within Case IH’s customer base, providing a moment for farmers to be proud.

Pete McCann, Case IH general manager, commented, “This is something I have wanted to do for many years at Case IH. I personally have worked in agriculture my entire career and coming from a family farm, this campaign is as much of a story of farming, the challenges, and triumphs, as it is about Case IH and the work we do.

“Case IH is over 175 years old, and we continue to innovate and drive our grower’s productivity goals every day. The road in agriculture isn’t always smooth but one thing both Case IH and our farmers are absolute champions at is adapting to the challenges. I’m very proud of the platform, the images and the people are real, and they represent real Australian Agriculture. A huge thank you to all of our farmers involved in the campaign.”

The campaign film was directed by Jonathan May and voiced by next-gen farmer and scientist, Anika Molesworth. She commented, “Living and working in rural Australia is a true privilege, and I feel so lucky to call this place home. There’s not a day that the landscape doesn’t captivate me with its vast wonder, there’s not a day that I don’t feel honoured to work alongside farmers, who produce food and fibre for our country. Each day we rise to our challenges, are grateful for our opportunities, and strive to make tomorrow the best it possibly can be.”

Leo Burnett creative group head, Dave Varney, added, “It was important that we found someone like Anika to voice the story on behalf of Case IH and farmers around Australia. Awarded Young Farmer of the Year in 2015, she represents the next chapter of farming in Australia.”

Credits:

Client: Case IH
Agency: Leo Burnett Australia
Production Company: Flint
Director: Jonathan May
Post-Production: The Hive
Sound Design: Squeak E. Clean Studios