For a recent multi-platform campaign, Prairie Estates Genetics wanted to shake things up and boldly stand out from competitors. To target the key demographic (dairy farmers) this campaign focused on the primary metric for dairy farmers, IOFC (Income Over Feed Cost). Imagery grabbed immediate attention and messaging came through clever and punny copy. As the lead creative on this project, I was involved from the very first client meeting, through campaign strategy, brainstorming, and directing the whole creative team including designers, writers, and web designers.