John Deere wanted to extend the reach of its tech training program to under-targeted young adults. Participating in high school “Career Days” was a no-brainer; but beyond a table, brochures and some warm bodies, what else?

The brief had me at “under-targeted”. Girls! I wanted to connect to high school girls. What’s more, I wanted to talk to them in the way that they like to be talked to — through social media. I partnered with a young art director to come up an activation based on a trend that helps us create what we want by first imagining it — manifestation.