New Holland - "Dirty" concept, Banner Ads

The New Holland business pitch introduced me to my favorite target audience to date - the Gentleman Farmer. Monday-Friday, 9-5, these individuals don suits and bounce from one business meeting to the next. But come the weekend, it's overalls and tractors, farm fields and chicken coops, that have their undivided attention.

New Holland has a line of tractors just for them. And they needed a fun campaign to launch the brand to this special audience.

We developed two unique looks, with print, OOH and social media aspects to grab attention and increase sales of tractors.

The first, "Dirty", appeals to the fun aspect of working with your hands, and going back to the land - getting dirty and reveling in it. Here is an online screen take over that captures the spirit of fun:

New Holland - "Dirty" concept, Print

The print concepts for the "Dirty" campaign took a fun and somewhat romantic approach to playing in the dirt:

New Holland - "Vargas-style" concept, Banner Ads & Website

The second concept for New Holland appealed to the Gentleman Farmer in a different way - leveraging the retro appeal of Vargas girls to sell tractors in a fun and playful way.

A bit tongue-in-cheek, with a hint of risque, the concept opened the door to fun event opportunities with real live Vargas Girls. Here are the screen take overs and new landing page we created:

New Holland - "Vargas-style" concept, Print

Print campaigns for the "Vargas" concept took a classic approach to selling New Holland tractors with the help of cheeky line and a pretty girl:

New Holland - "Vargas-style" concept, OOH

OOH advertising concepts included an interactive bus kiosk in urban environments that would invite you to hear "a little dirty talk". Upon pressing the button, you would learn all about the new line of tractors from New Holland, perfect for you, the Gentleman Farmer.







Rural OOH played off the natural beauty of the land with the natural beauty on the billboard: