Business Media: Colle+McVoy, WinField - Answer Plot, Giant Farmers
Farmers are generally out in the middle of “nowhere,” so the challenge is how to reach them. Media choices are few. The agency’s goal was to create a new medium to reach a coveted trade show audience. Enter an artist, who created 22-foot-tall hand-painted giant farmers with an accompanying billboard in a cornfield alongside a freeway in Ames, Iowa, the primary route to a trade show. The result: 12,039 unique farmer attendees, representing nearly 14 million acres.