CHS, a farmer-owned cooperative, wanted to shift the lens on agriculture. Show the many hats farmers wear—but we wanted tell the bigger story. “Own It” was a campaign about attitude. About showing farmers not as passive recipients of praise but as people who wake up, fix what’s broken, solve their own problems, and don’t wait to be thanked.
We built it visually like a sports anthem: tight cinematography, hard cuts, tactile sound. The tone was deliberate—confident without swagger, proud without boasting. It didn’t explain what farmers do. It showed what kind of person becomes one.
This campaign was a pushback against agricultural advertising that feels staged or sanitized. It’s not about hardship or heroics—it’s about a mindset: “Whatever it is. Bring it.”
The "Own It" campaign earned widespread praise for its bold and authentic approach. It was recognized with a Silver Pin at AdFed’s The Show for its exceptional cinematography and celebrated within the agricultural community for its fresh perspective. More importantly, it strengthened CHS’s bond with its farmer-members, setting the stage for future creative storytelling that continues to inspire and elevate the role of farmers.
GCD: Dustin Black
CW: Andy Graca
Producer: John Borchardt
