In 2021, agricultural machinery brand Case IH embarked on its first brand campaign in many years, and from July the third instalment of the ‘It’s what we do’ story has hit Australian screens.
This time around, the focus is on the evolution of the machinery, “From horse. To horsepower. From monstrous. To autonomous. From fierce continents. To frozen ones. And we plan on staying here…”
Farmer and scientist Anika Molesworth narrated the first instalment of the campaign, which highlighted Case IH customers, while Mick Brennan, via Case IH dealership, Intersales, voiced the second part of the story paying tribute to the efforts of the Case IH dealership network and the service they provide.
Now, West Australian indigenous artist Taminga Connell brings this stage of the campaign to life, taking the viewer through the development of the Case IH portfolio of products over the past 180 years.
It’s the first time Taminga, who created a major artwork as part of Case IH parent company CNH Industrial’s initial Reconciliation Action Plan (RAP) launched in May, has been part of a brand campaign.
“It’s all been new to me but I’ve always called rural and regional Australia home, so I was keen to be involved,” Taminga said.
“I appreciate the contribution agriculture-focused companies like Case IH make to our communities and the passion they feel for regional Australia, and I feel honoured to be an indigenous voice in this campaign.”
Taminga, a Bunuba/Kija woman, and her family live in Kununurra in Western Australia’s Kimberley region where she and husband Scott operate Kimberley Spirit Tours, and the associated not-for-profit Kimberley Spirit Foundation, which aims to help reduce rates of youth suicide in the region by empowering and equipping children with the skills to reach their full potential.
Case IH Australia/New Zealand general manager Aaron Bett said the campaign was adding the third pillar, product, to Case IH’s focus on the critical aspects of the business — customers, dealers and products — and they were thrilled to have Taminga as part of the story.
“Taminga lives in one of the most remote regions in our country, which went through its own challenges early this year with catastrophic flooding, so she knows first-hand the challenges of the likes of isolation and weather events, and the resilience that’s often needed, like our customers in every corner of the nation,” Aaron said.
“Case IH, and our dealer network, work hard every day to support our customers and the regions they call home.
“The ‘It’s what we do’ mantra highlights the legacy of the brand, the dedication of our customer-focused dealers and celebrates everything that our hard-working farming communities do to grow our food and fibre.
“The Case IH team remains committed to playing our role in contributing to greater productivity and sustainability outcomes for agriculture and the ongoing growth of regional communities.”
The campaign is airing across television, out of home (OOH) and digital channels.