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.
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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
The Princess Margaret Cancer Foundation has launched the latest installment of its Carry The Fire brand platform. Created by Toronto ad agency Broken Heart Love Affair, the 60-second spot brings the true story of a dream, loss, and legacy to life--delivering a message of collective strength and enduring hope, inspired by the patients, families, and researchers working toward a future free from the fear of cancer.
Told through the voice of Hilda Machado, the mother of Anthony Machado, it tells the story of a dream left unfinished and the lasting bond it inspired. Just two weeks after purchasing a bike to participate in The Princess Margaret Cancer Foundation’s annual Ride to Conquer Cancer, Anthony’s liver cancer, which had been treated successfully for over five years, recurred. He tragically passed away one month before the event. Left with her son’s bike and his dream, Hilda later met Wil, a cyclist she encountered at a coffee shop. Moved by Anthony’s story, Wil not only bought the bike but made a promise to ride it in the fundraiser in his honor. Each year since, he has kept that promise, carrying Anthony’s spirit with him for four consecutive Rides--and will do so again this year. In total, Wil has completed an incredible 14 Rides to Conquer Cancer.
Directed by Rodrigo Garcia Saiz via Frank Content, the documentary-style spot employs a subtle visual effects reveal to drive the narrative: as Wil rides, two shadows stretch across the pavement, one belonging to Wil and the other representing Anthony, symbolizing Wil’s commitment to carrying Anthony’s memory and dream through the Ride.
Taking place June 7–8, 2025, The Ride to Conquer Cancer is Canada’s largest and most impactful cycling fundraiser, drawing thousands of... Read More
