John Deere - "Never Idle"

When EP+Co won the John Deere construction business in 2021, our biggest challenge was, "How do we find a unique position that authentically connects in a category with a clear #1?"

In the first 3 months, I helped lead a strategy project that developed a positioning centered around and focused on our customers. The campaign, "Never Idle," was the creative expression of our strategy that focused on connecting with these hands-on problem solvers. It was meant to connect with a mindset that's found day-in and day-out at every job site around the world.

Below are some executions at the brand-level, product-level, and our booth at ConExpo 2023 in Las Vegas.