The Challenge

Following the UK launch of the world's largest production tractor – the John Deere 9RX 830 – at Cereals 2025, John Deere wanted to showcase the first machine working in the UK ahead of the 2026 event.

The objective wasn't simply to produce another technical product video. The challenge was to demonstrate how the 9RX was already delivering value on a modern British farming business, while addressing the perception that a machine of this size had little place in UK agriculture.

Our Approach

Rather than focusing on horsepower and technical specifications, we focused on the people behind the machine.

Working alongside PJ Lee & Sons, we told the story of their business, their journey into high-horsepower tractors and the reasons behind investing in the world's largest production tractor.

By combining authentic interviews, cinematic visuals and aerial footage, we created a story that showcased not only the capabilities of the 9RX, but the real-world role it plays within a progressive farming business.

Because people connect with stories, not specifications.

Insight

Large agricultural machinery is often marketed through specifications and performance figures. We believed a more compelling approach was to show the business behind the investment. By telling the customer's story first, the machine became part of a wider narrative about innovation, confidence and long-term business growth.

The Results

Published in April 2026, the campaign delivered strong engagement across multiple platforms and became a valuable brand asset for John Deere.

• 140,000+ YouTube views

• 12,500+ hours of watch time

• 500,000+ views across social media

• Featured in John Deere's 2026 Green Power magazine