42

The genesis of the idea was in the belief that we have more in common
with farmers than we think. Whether it’s their core values or technical
expertise, everyone can and should relate to farmers. This commonality
of purpose and outlook led to

We’re all farmers.

We believe that this campaign will resonate with all audiences because
it is inclusive and relatable to the lives of farmers and non-farmers.
We’re all farmers
It’s in our DNA, we’re all farmers. You may have to go back a few generations,

but almost everyone has agrarian roots. Maybe that’s why deep down we so

admire the values the farmer holds dear—their dedication to the land, family

and community. Let’s leverage this goodwill and tell people the story of

modern farming. Let’s talk about innovation, new thinking and inventive

techniques that help feed the world.

 Real
Emotional
Positive
Inclusive

Photography for “We’re all Farmers” will capture the Upbeat

qualities of the people we want to connect with—real folks Inspiring
with inspiring stories. The imagery will capture not only
Innovative
their personalities, it will also hint at their occupations.
Warm

AmericasFarmers.com
On behalf of America’s Farmers & Monsanto
Approachable
The hierarchy of the logos will help convey
meaning. The “We’re all Farmers” logo will be
Tangible
primary. We will sign off with “America’s Farmers”
and “Monsanto” as equals. This will help
Strength
communicate that we are partnering with farmers.
Leadership
 TV

“We’re All Farmers”

VIDEO: A GUY IN HIS OFFICE WITH A HEADSET ON, STUDYING A COUPLE OF COMPUTER
SCREENS WHILE SIMULTANEOUSLY WORKING WITH A TABLET COMPUTER.

VO: We’re all working a lot smarter.

VIDEO: CUT TO: A FARMER IN THE CAB OF GIANT COMBINE. HE’S WORKING THE
CONTROLLER AND SCANNING THROUGH TELEMETRY DATA ON THE CABIN’S
DISPLAY SCREEN.

VIDEO: CUT TO: A LARGE JEWISH FAMILY IS CROWDED AROUND A DINING TABLE
ENJOYING THEIR SHABBAT MEAL.

VO: We’re all about our families.

VIDEO: CUT TO: A FARMER AND HIS FAMILY ARE SEATED AT THE KITCHEN TABLE
ENJOYING A BIG MEAL.

VIDEO: CUT TO: HIPSTER LOOKING GUYS AND GALS ARE SORTING CANS AND PACKAGES
AT A FOOD BANK.

VO: We’re all for the greater good.

VIDEO: CUT TO: A FARMER IS LOADING GRAIN INTO A TRUCK THAT SAYS “GLOBAL RELIEF.”

VIDEO: CUT TO: A GRID OF PHOTOS OF PEOPLE BUILDS ACROSS THE SCREEN.

VO: We’re all into innovating, connecting and creating because in the end…

AmericasFarmers.com VIDEO: SCREEN IS TOTALLY FILLED WITH PHOTOS.

On behalf of America’s Farmers & Monsanto
VO: We’re all farmers.

SUPER: AmericasFarmers.com and Monsanto

 PRINT

Linda is a computer scientist in New

York. James grows soy beans in Illin
would have much in common. But they ois. You wouldn’t think they
do. You see, both Linda and James und
is the key to their livelihoods. Because erstand that innovation
it’s only through advances in science
their industries will continue to pros and techniques that
per. So they both seek new ways to do
efficiently. And they both like classic their jobs better and more
rock.
AmericasFarmers.com
On behalf of America’s Farmers &
Monsanto
OUTDOOR
OUTDOOR
 OUTDOOR

We
are all
farmers
AmericasFarmers.com
On behalf of America’s Farmers & Monsanto
WEB
WEB
 EMPLOYEE

EMPLOYEE RECOGNITION PROGRAM LAUNCH EMAIL, INNOVATION AWARD AND WORKPLACE POSTER

Analyst 2013
Innovation
Award
We’re all farmers.

CPA

I’m a Inspiration
I am excited to announce an exciting new program
that is designed to change public perceptions about
modern farming. It’s called “We’re All Farmers” and it
seeks to draw parallels between urban folks and farmers.
By showing that we share common values and goals, we
open a path to discuss modern farming practices and
the innovations that lead to more food for the world.

farmer
As part of this program, we a looking for innovators
within the company. Whether it’s a scientist working
on a genetic breakthrough or an accountant who has

Coach
developed a better way to analyze data, we want to
celebrate their achievements and recognize their
contributions. So look around and nominate someone
you work with for recognition. Who knows, someone
might even be nominating you.

I look forward to your participation and I am anticipating

a good reaction from the general public as we roll out
the “We’re All Farmers” program.

Thank you,

Mentor
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JAMES’ STORY:
I am a CPA and account analyst in our finance department. I’ve been with the company for the past eight
years. Last year, I helped spearhead a new program to ensure that financial controls were being applied across
departments in a similar way. This consistency helped us develop metrics that revealed many areas where we
Learn more about James
James B. Wilson could improve performance.

CPA and Account Analyst and the impact innovation

Winner of the 2013:
We’re All Farmers Innovation Award
By the end of last year, we had isolated over 200 variables that had the potential for cost-savings. So far, these
has on modern farming at: simple changes have helped the company save over $210,000 in a single quarter. That’s money we can use to keep
the company growing.
AmericasFarmers.com
My name is James B. Wilson and I am a farmer. Learn more about innovation and farming at AmericasFarmers.com