Machinery evolution of Case IH, focus of latest ‘It’s what we do’ campaign with new regional voice connecting culture and country

In 2021, agricultural machinery brand Case IH embarked on its first brand campaign in many years, and from this month the third instalment of the ‘It’s what we do’ story hits Australian screens.

This time around, the focus is on the evolution of the machinery, “From horse. To horsepower. From monstrous. To autonomous. From fierce continents. To frozen ones. And we plan on staying here…”

Farmer and scientist Anika Molesworth narrated the first instalment of the campaign, which highlighted Case IH customers, while Mick Brennan, via Case IH dealership, Intersales voiced the second part of the story paying tribute to the efforts of the Case IH dealership network and the service they provide.

Now, West Australian indigenous artist Taminga Connell brings this stage of the campaign to life, taking the viewer through the development of the Case IH portfolio of products over the past 180 years.

It’s the first time Taminga, who created a major artwork as part of Case IH parent company CNH Industrial’s initial Reconciliation Action Plan (RAP) launched in May, has been part of a brand campaign.

“It’s all been new to me but I’ve always called rural and regional Australia home, so I was keen to be involved. I appreciate the contribution agriculture-focused companies like Case IH make to our communities and the passion they feel for regional Australia, and I feel honoured to be an indigenous voice in this campaign,” Taminga said. 

Taminga, a Bunuba/Kija woman, and her family live in Kununurra in West Australia’s Kimberley region where she and husband Scott operate Kimberley Spirit Tours, and the associated not-for-profit Kimberley Spirit Foundation, which aims to help reduce rates of youth suicide in the region by empowering and equipping children with the skills to reach their full potential.

Aaron Bett, General Manager of Case IH Australia/New Zealand, said the campaign is adding the third pillar, product, to Case IH’s focus on the critical aspects of the business – customers, dealers and products – and they were thrilled to have Taminga, as part of the story.

“Taminga lives in one of the most remote regions in our country, which went through its own challenges early this year with catastrophic flooding, so she knows first-hand the challenges of the likes of isolation and weather events, and the resilience that’s often needed, like our customers in every corner of the nation,” Aaron said.

“Case IH, and our dealer network, work hard every day to support our customers and the regions they call home. The ‘It’s what we do’ mantra highlights the legacy of the brand, the dedication of our customer focused dealers and celebrates everything that our hard-working farming communities do to grow our food and fibre. The Case IH team remains committed to playing our role in contributing to greater productivity and sustainability outcomes for agriculture and the ongoing growth of regional communities.”

The campaign was again created by Leo Burnett and partners, and airs from July 9 across television, out of home (OOH) and digital channels. 

Drawing on more than 175 years of heritage and experience in the agriculture industry, Case IH provides a powerful range of tractors, combines and balers supported by a global network of 

highly professional dealers dedicated to providing our customers with the superior support required to be productive in the 21st century. More information on Case IH products and services can be found online at www.caseih.com.

More news stories and high-resolution images at www.caseihpressroom.com.au.

Case IH is a brand of CNH Industrial N.V., a world leader in capital goods listed on the New York Stock Exchange (NYSE: CNHI) and on the Mercato Telematico Azionario of the Borsa Italiana (MI: CNHI). More information about CNH Industrial can be found online at www.cnhindustrial.com.