We researched possible alternative uses of farm machinery which would offer a fresh approach to the usual scenarios of farm machinery in the field.

With a number of these scenarios created, we presented initial thoughts to the client with a potential visual approach which was approved.

We then tasked the client with providing some feedback of these real-life scenarios that demonstrated MF machinery working in extreme situations. 

One such scenario came from the Spanish office explaining that firefighters in Spain were known to use Massey Ferguson tractors to fight forest fires, hence our first ad was born.

Subsequent ads covered the use of Massey Ferguson Quad Bikes in extreme farming situations in Wales where farmers relied on their go-anywhere ability in all weathers.

The Sin City illustration style was key to the campaign with a flat colour and hard light treatment to give a dramatic cinematic style to the ads.