John Deere — Dawn of Connection

Dawn. A noun and a verb, each with multiple meanings. One, the appearance of light in the sky before sunrise. The time when the moon passes the day off to the sun. And another, the beginning of a phenomenon or favorable period of time. The dawn of a new era. Both definitions being a cycle connecting time, ideas and most importantly people.

In another collaboration and partnership with our friends at Farm League, we set off to tell the story of the dawn of a new era of technology and connection for John Deere, by weaving a narrative connecting the multiple meanings of the word dawn. From the rising of the sun and how our customers’ lives revolve around it. To the symbolic meaning of the transformative power of new ideas and new beginnings.

In doing so, we showed that those lucky enough to feed, build and maintain the world experience dawn regularly, both physically and symbolically in their lives.

John Deere itself was built on a dawn, the creation of a plow built from a polished saw blade to shed dirt, and has been creating new dawns in innovation ever since. After all, "we run so life can leap forward".

And this next leap is to a connected ecosystem, one that will lead the world into precision agriculture. More connected machines and devices that will allow us more time and opportunities to connect with the people and experiences that make us happy.