OBJECTIVE:  Introduce the first Mills Fleet Farm location in Des Moines, Iowa.

STRATEGY AND CONCEPT:   We wanted our campaign to do three things.  First, we wanted to build brand recognition for Mills Fleet Farm.  Second, we wanted to make them seem Iowan.  Third, we wanted to make Iowans familiar with the products and deals that that Mills Fleet Farm offers.

To do that, we build a digital campaign that mixed Mills Fleet Farm’s iconic brand mark, their silo, into Iowa landmarks.  We also presented special offers from Mills Fleet Farm and allowed users to browse them.

ROLE:  Creative Direction, Copywriting