The creative concept of the global campaign has been developed by an international team of agencies that comprises the Torino based Ideal Comunicazione and the New York based PI&C. They were chosen by New Holland Agriculture through a competition that involved many communication agencies.
The goal of this campaign is to reach the 20 million people who are expected to visit the Expo over the six-month period and to present the vision of New Holland that will be the only agricultural machinery manufacturer with its own pavilion at Expo 2015.
“The theme of the exhibition ‘Feeding the planet. Energy for life’ is perfect aligned with our Brand philosophy,” said Carlo Lambro, Brand President of New Holland Agriculture. “Expo 2015 is the ideal context where the brand’s vision can reach a wider audience, and the breadth of the project clearly shows New Holland Agriculture’s commitment to give farmers the visibility they deserve and let the world see they are indeed the Heroes who feed the planet”.
This project goes beyond the traditional communication principles ofNew Holland. It doesn’t just focus on the product with a message directed to farmers and contractors. It also aims to send a wider message to individuals working in the non-specialized public and private sector.
The campaign is focused on the farmers: true modern heroes engaged every day in the difficult task of meeting the growing demands for food on the planet while also preserving the environment. Compared to them, the machines are supporting players, designed to facilitate this mission.