Signal Theory’s “John Deere: A Different Kind of Crown” Takes Top Prize
Logo for The Drum Awards Marketing Americas Winner 2023 with image of young girl from John Deere's A Different Kind of Crown.

Signal Theory’s work for client John Deere continues to resonate with a broad audience as its holiday spot, “John Deere: A Different Kind of Crown,” took home honors from the Drum Awards and Gail Awards in June.

TOP PRIZE – Energy and Industry | The Drum Marketing Awards

The Drum Awards recognize creative excellence in marketing campaigns internationally. Signal Theory’s work for John Deere, “A Different Kind of Crown”, won the top prize for marketing strategy in the Energy and Industry category of the Drum Awards for Marketing Americas, which includes North, South and Central America.

Brendan Kennedy, Shaun Crockett and Lauren Langfitt triumphantly hold a Drum award.The Drum Marketing Awards bring together the “A Class” of marketing and advertising firms across the Americas, which this year submitted campaigns for clients like Netflix, Coors and Instacart. Members of the Signal Theory team represented the firm at the Drum Awards show in New York City, where they accepted the honor during a live ceremony that was later streamed online.

“This business can be tough,” said creative director Brendan Kennedy. “To be recognized alongside some of the biggest brands and agencies in the world was a good reminder that we’re doing something right.” 

Described as “powerful” by award show presenters, “A Different Crown” shared a fresh perspective on John Deere by emphasizing the importance of female representation in farming and highlighting the contributions of women in agriculture.  

“Ag has always been kind of a male-dominated industry, and we wanted to show that women play a huge role and that it’s OK to pursue a career in farming,” Kennedy told the audience. “The goal was to show the contributions that women make and the work they put in.”

BRONZE – Cinematography | The Gail Awards

Rotating Gail Award TrophyThe Gail Awards, a new award show dedicated to celebrating creative excellence in advertising, awarded the campaign a Bronze in Cinematography. The Gail Awards donate 100% of proceeds to the Fund For Women’s Equality organization. 

“John Deere: A Different Kind of Crown” previously brought home awards at the Kansas City American Advertising Awards, District 9 American Advertising Awards and The Telly Awards. 

Learn more about Signal Theory’s use of behavioral science to connect with farmers and producers to consumers in a spotlight by The Drum.

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