Deutz-Fahr.
The grass is greener.

Creative Direction.

Farmers are intelligent people. When it comes to their farms, they know what is best and what works. But when it comes to tractors, they think with their hearts and not their heads, often blindly led by brand loyalty and duped into paying more for lesser machinery.

Deutz-Fahr is one of the oldest tractor manufacturers on the planet, renowned globally for their relentless innovation and German engineering. In New Zealand, however, Kiwis saw them as unreliable - an idea perpetuated through biased chit-chat, a lack of brand activity, and discounted price point marketing through their distributor network.

They needed a way to relaunch themselves into the New Zealand market, and not only that, they needed a way to win over a rather stubborn audience. We created the "Grass Is Greener" brand platform, drawing a distinct line in the sand between Deutz-Fahr and the rest of the competition and giving the brand an ethos to live by. To bring the new platform to life, we decided to ruffle a few feathers and get farmers to question where exactly their loyalties lay when it came to those closest to them - their tractors.