Kelly Kistler
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John Deere

NATURE's CARETAKERS

THE CHALLENGE

Reach a new target audience while maintaining the brand identity of a successful corporate company.

 
 
 
 

TRADITION | INTEGRITY | COMMUNITY | CARING | ADAPTABLE

 
 

APPROACH

By random selection, I chose John Deere for my corporate campaign. As a suburban woman who has never even stepped on a tractor in her life, finding a connection to John Deere took a little bit of time.

After doing research into all of the types of machinery that John Deere offers for its customers, I began to focus on the benefits the earth receives after employees within Federal, State, and Local Park work with the products. The combination of maintenance workers and John Deere equipment creates a team of first responders for
parks. Together, they keep animals and visitors safe.

The Nature's Caretaker's campaign evolved from the idea of Mother Nature thanking these maintenance workers for their dedication to keeping the world a beautiful and thriving place.

 

 
 

REaching out to funders: Government Magazine Spread

 
 
 
 

MOTHER NATURE'S thank you: Mailer

 
 

PERSONALIZED GIFT:
CARETAKER'S KIT

The John Deere Caretaker’s Kit would be sent to Park Rangers all over the country. It would contain items that correlate with an attachment that could make the Ranger’s day run smoother and more efficiently. The box would also contain a copy of the Nature’s Caretakers Equipment Catalog.

 
 
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Caretaker's kit: Nature's caretaker equipment catalog