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.