Line

It's Gotta Be Gleaner is a campaign that captures the enigmatic spirit of a longstanding combine brand.

Agency
Colle McVoy

Client
AGCO

Work
Campaign, Identity, Print, Video

Team
John Neerland, Teddy Solberg, Jon Cruikshank

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The platform of “It's Gotta Be Gleaner” reflects the brand’s heritage while giving it confidence for the future.

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A structured yet dynamic layout system provides a modular approach to content while also being distinctive amongst agricultural equipment brands.

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Technical details and imagery highlight the precision of Gleaner equipment.

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Photography uses traditional farming imagery — fields, crops, farmers — but adds the mystique of the Gleaner farmer and their lifestyle. Topographic and typographic details add texture while also highlighting product features.

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