KIOTI TRACTOR
For the love of dirt.
Research, Strategy, Campaign, Media, Social, TV/Video, Digital
KIOTI spent 70 humble years building high-quality, innovative, and intuitive machines that allowed people the pride of DIY dirty work. But as competitors crept into their literal territory — ahem, some were even using machine parts built by KIOTI’s parent company — it was time to broadcast what it meant to be a member of the KIOTI pack in a much bigger way.
KIOTI needed to go beyond product specs and share its dirt-loving values with its customers: hobby farmers.
KIOTI TRACTOR
For the love of dirt.
Research, Strategy, Campaign, Media, Social, TV/Video, Digital
KIOTI spent 70 humble years building high quality, innovative and intuitive machines that allowed people the pride of DIY dirty work. But as competitors crept into their literal territory — ahem, some were even using machine parts built by KIOTI’s parent company — it was time to broadcast what it meant to be a member of the KIOTI pack in a much bigger way.
KIOTI needed to go beyond product specs and share its dirt-loving values with its customers: hobby farmers.
BUT FIRST, DIRT
In a category full of tools meant to dig, pull, push, and mow, the thing missing was the love of dirt itself. So we made the choice to track the dirt back in — as a font, as a color, as a member of the family.
When NASCAR brought its Bristol race back to the dirt after 50 years on pavement, we knew it was a perfect fit for KIOTI. So we went out to find some of the small racetracks that were unpaving the way to the big one. After all, asphalt might have the status, but dirt has the stories.
The Dirt Brigade
Tractor-people are people-people. That’s a fact. So we set out to document all the ways the KIOTI pack use their machines for good in a heavy-machinery-wielding band of do-gooders called the KIOTI Dirt Brigade.
