GAINING GROUND

Project Case Study Overview: "Gaining Ground" – Empowering Black Farmers with John Deere

Project Title: Gaining Ground

Objective:
The "Gaining Ground" project, initiated by John Deere, aimed to address the historical challenges faced by black farmers in retaining their land. This powerful branded content initiative sought to shed light on the issue of heirs' property and, more importantly, actively contribute to the restoration of land ownership within the black farming community.

Initiative Details:
Branded Content Documentary:
The centerpiece of the "Gaining Ground" project was a compelling documentary that delved into the broader initiative. The documentary served as a platform to educate, inspire, and catalyze change by showcasing the stories of black farmers striving to reclaim their rightful ownership.

Legal Support and Heirs Property Services:
John Deere went beyond conventional corporate social responsibility by actively engaging in legal advocacy. The project involved hiring lawyers and providing free heirs property services to black farmers, addressing the complex legal issues surrounding land ownership.

Creative Collaboration:
The Funnel Creative:
As the creative force behind the project, The Funnel Creative played a pivotal role in shaping the narrative and visual identity of "Gaining Ground." Their expertise in developing compelling branded content ensured that the documentary would be both impactful and resonant.

Director – Eternal Polk:
Renowned director Eternal Polk brought a unique vision to "Gaining Ground," infusing the documentary with emotional depth and authenticity. Polk's storytelling prowess aligned seamlessly with the project's mission, capturing the essence of the black farmers' journey with sensitivity and respect.

Cinematography by BJ Williams:
The stunning visuals that breathe life into "Gaining Ground" were masterfully captured by Director of Photography BJ Williams. His artful cinematography not only showcased the beauty of the land but also heightened the emotional impact of the narratives shared by the black farmers.

Key Outcomes:

Awareness and Advocacy: The documentary served as a catalyst for raising awareness about the challenges faced by black farmers and heirs' property issues.
Legal Support: John Deere's commitment to hiring lawyers and providing free heirs property services demonstrated a tangible effort to address systemic barriers.
Empowerment: The project empowered black farmers to reclaim their land and inspired broader discussions around equitable land ownership.
Positive Brand Impact: John Deere's proactive engagement in a social cause showcased the company's commitment to meaningful corporate social responsibility.

Conclusion:
"Gaining Ground" stands as a testament to the power of branded content to drive positive social change. Through a collaborative effort involving The Funnel Creative, director Eternal Polk, and DP BJ Williams, John Deere successfully harnessed the medium of film to advocate for justice, equity, and empowerment within the black farming community. The documentary not only highlighted the challenges but also provided a platform for a company to actively contribute to a solution, exemplifying the potential impact of corporate initiatives with a purpose.