Pioneer. A sign of the future.
The iconic Pioneer sign has been a fabric of the farming landscape for 100 years. Signaling to any passerby that a successful harvest is as much about the back-breaking work of the farmer as it is about best in breed R&D. The result: a superior seed which can withstand wind, cold, stress, and skepticism. Seeds that become a symbol for what the future will yield.
We noticed how farmers were already playing with the sign in Social Channels which informed how we approached the overall look of the campaign.
