Pioneer Brand
ROLE: Strategy Creative Direction, Copy
AGENCY: FHR
Busting the category norms
The Pioneer brand has a long legacy with Canadian farmers, but global research uncovered brand perception problems, particularly with the next generation of future-oriented farmers. A transformative shift was needed, so Neil aimed much higher than the well-worn conventions of most Ag campaigns to arrive at a fresh strategic insight; innovators conquer doubters. ​
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Pioneer and their customers have never been ones to back down from a challenge. They’re about blazing their own path forward and breaking through to new frontiers. From that insight, the Bust Through campaign was born. It was a surprising new statement from the brand, on behalf of customers, about putting the doubters in their place.
Customer-centric + shared values
Bold headlines were as true to the customer as the brand.
Stripped-down treatment + striking look
Simplicity in production drove impact of message.
