Land O’Lakes rewrote and released a classic children’s anthem for a new generation–celebrating the 30 percent of U.S. farmers who are female, just in time for Women’s Equality Day.
Soul songstress Maggie Rose and Grammy Award-winning Warner/Chappell songwriter Liz Rose collaborated to reimagine the song “Old MacDonald Had a Farm,” introducing “She-I-O.” Some of Liz’s many songwriting credits include Taylor Swift’s “Fearless,” Little Big Town’s “Girl Crush,” Carrie Underwood’s “Cry Pretty” and Kenny Chesney’s “Better Boat.”
The release of the “She-I-O” music video–directed by Similar But Different of production house Here Be Dragons–kicks off Land O’Lakes “All together better” campaign, created by mostly female teams at The Martin Agency and Land O’Lakes that also includes :30 and :60 TV spots, print executions and custom digital content.
The initiative also debuts a three-part documentary series called In Their Words, produced by The Female Farmer Project, which chronicles the personal stories of some of these Land O’Lakes farmers. With women comprising approximately one-third of all U.S. farmers, In Their Words was created to celebrate these females and create a dialogue around the importance of their role in the food chain.
Credits
Client Land O’Lakes Agency The Martin Agency Karen Costello, chief creative officer; Jerry Hoak, group creative director; Anne Marie Hite, creative director; Tara Gorman, Sara Kuhs, associate creative directors; Chris Martin, sr. copywriter; Kerry Ayers, Kim Zaninovich, executive producers; Liza Miller, sr. content producer; Arielle Blais, jr. content producer; Shaun roach, associate digital producer; Whitney Boggs, sr. designer; Thiago Elias, sr. art director; Lauren Erickson, art director, digital; Sara Goforth, associate designer; Margaret Griffith, sr. studio artist; William Godwin, sr. designer; Paige Nuckols, designer. Production Here Be Dragons Similar But Different, directors; Eric Ulbrich, DP; Kamila Prokop, David Richards, exec producers; Mamta Trivedi, head of production; Phillip Sheridan, producer. Editorial Whitehouse Post Heidi Black, editor; Ashley McGinn, assistant editor; Annie Maldonado, editorial producer. Color Carbon Audrey Woodiwiss, colorist; Frank Devlin, sr. producer. Music Maggie Rose, singer/writer; Liz Rose, writer. Mix Starstruck Records and Bobby Holland
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More