John Deere

Jennifer Cox - Manager, Property Owner Segment Comm.
Lant Elrod - Manager, Creative Services
Dave Gigandet - Mktg. Manager, GATOR Utility Vehicles
Paul Hagwood - Creative Manager, eBusiness
Maureen McCormack - Segment Manager, Media Relations
Ross Pierson - Creative Team Lead

GSD&M *Lead Agency

Tom Gilmore - SVP, Group Creative Director
Lauren Hood - Acct. Director

IMRE, LLC

Nick Eber - Acct. Manager

Mindshare

Lindsey Phillips - Assoc. Media Director

JWT Action

Once the leader in side-by-side utility vehicles, by 2008, John Deere's relevance in the UTV category was all but lost. Deere's leadership was being erased by changing consumer wants and aggressive competitive marketing activity. Consumers wanted more than utilitarian vehicles - they wanted adrenaline-charged, high-performance equipment. The campaign to launch Deere's reentry to the market with a high-performance machine not only challenged long-held perceptions that the Gator was simply a workhorse, it also moved the brand from fifth to second in market share and grew unit sales by 33%.