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Martin Agency, Here Be Dragons Team On "She-I-O" Music Video For Land O'Lakes

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Robert Goldrich
Thursday, Aug. 23, 2018

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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.

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 

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