One boot, two boot, red boot, blue boot.

Problem

Comfort meets performance – it’s not just a motto here in the redpepper offices (pajama day, anyone?).  It’s also a way of life for John Deere Boots – long-lasting, no-nonsense boots that are comfortable enough for a full day’s work.  So how do you show that your boots are as hard-working as the authentic all-American worker?

Ah-Ha! Moment

John Deere Boots is a premium line of high performance work boots, representing an authentic work ethic true to its American heritage.

Creative Strategy

redpepper strove to make this edition of the John Deere Boots catalogue (our third year publishing it) just as hardworking and beautiful as the boots that populate it.

In an effort to stay true to their ultimate use, we photographed the boots behaving naturally in their own environment – in fields, mines, at the barn – capturing them doing what they do best (working hard).

The John Deere Boots projects are above all about maintaining the integrity of such a great brand – bringing to life the hard work ethic and strong, durable qualities that John Deere stands for.  Like the tools that often accompany them, John Deere Boots take a beating and keep delivering, time after time.

Metrics & Results

redpepper was able to create a catalogue filled with photography that showcased the boots as the hero.  Supporting statistics and specs for each individual boot line make it simple for salespeople and consumers alike to easily discern the difference between authentic John Deere Boots – and those other guys.