JOHN DEERE: "BELIEFS"
"How we run" is the way John Deere operates, how they behave and what they believe. The kind of people who value John Deere believe in the same basic principles the brand does. Letting the customers share what they believe showcases the fan(atic)s and lets John Deere talk about how they run and shows just how much people who care about their land value John Deere tractors.
After discovering these insights, my partner and I produced the following spots for John Deere's 2014 Property Care TV campaign.