The agricultural world deserves more than staged handshakes and generic platitudes. CHS, a farmer-owned cooperative, launched the "Own It" campaign to celebrate the true heroes of agriculture: the farmers themselves. By highlighting their strength, pride, and contributions, CHS reinforced its role as a supportive partner, empowering farmers to own their success and their place as leaders in their communities.
To portray farmers authentically, the campaign embraced a cinematic approach, drawing inspiration from the visceral, hands-on nature of farming. High-quality cinematography captured the textures, colors, and quiet moments that define the farmer’s experience—showcasing their connection to the land and their role as stewards of their businesses.
The campaign’s visual language borrowed from the vernacular of athletic storytelling, celebrating perseverance, strength, and the dedication required to succeed. This connection between farmers and the traits often attributed to athletes brought a fresh perspective to agricultural marketing, creating an emotional narrative that resonated with farmers and their communities alike.
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
