Those of us who follow marketing on a daily basis will notice a recessionary trend: Brand campaigns with a happy or feel-good theme. When the economy is bad, consumers want something to smile about. That's the thinking behind a new campaign by agricultural equipment manufacturer John Deere featuring real customers who use their creativity to design "visionary lawn art." The "What Will You Create?" campaign is meant inspire people to express their individuality and passion for the outdoors. Ads spotlight John Deere loyalists like a man from South Carolina who has spent 1,200 hours on his lawn mower tending to his world-renowned topiary garden. JohnDeere.com has been revamped to reflect the effort and encourage feedback from consumers. While John Deere's products appear throughout the ads, the focus is on the stories. It's the kind of campaign that really makes you stop and smell the roses.
—Posted by Elena Malykhina