
Pioneer. We like this future.
It’s been a fabric of the farming landscape for 100 years; a hexagonal icon signaling to farmers and passersby that a crop, and subsequent harvests, are a product of the back-breaking work of the farmer and years of superior Pioneer seed innovation. It’s a reminder that best in breed R&D and testing result in a superior seed which can withstand wind, cold, stress, and skepticism. Seeds which lead to generational success and a symbol for what the future will yield. But with all the science that goes into our seed - and all our farmers get out - to call it a sign seems vastly insufficient.
We noticed how farmers were already playing with the sign in Social Channels which informed how we approached the overall look of the campaign.