It’s Gotta Be Gleaner is a campaign capturing the enigmatic spirit of a longstanding combine brand.
Campaign, Identity, Print, Video
Made at Colle McVoy for AGCO with Teddy Solberg, Jon Cruikshank, and John Neerland.
The platform of “It's Gotta Be Gleaner” reflects the brand’s heritage while giving it confidence for the future.
A structured yet dynamic layout system provides a modular approach to content while also being distinctive amongst agricultural equipment brands.
Technical details and imagery highlight the precision of Gleaner equipment.
Photography uses traditional farming imagery—fields, crops, farmers—but with the mystique of the Gleaner farmer and their lifestyle. Topographic and typographic details add texture while also highlighting product features.