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2019 One Show - Social Media

#FARMLANDxSUPREME Lookbook

Agency Doner / Southfield

Client Farmland
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Annual ID

OS_SM19041M

About the Work

Farmland, a Kansas City pork producer woke up on August 20, 2018 to find its longtime logo hijacked by Supreme, one of the world’s hottest streetwear brands. In response, Farmland sent out a good-natured tweet calling out Supreme for “borrowing” its logo. Days later, timed to hit moments before Supreme’s weekly drop, Farmland took the conversation to Instagram, where we released the FARMLANDxSUPREME “lookbook” featuring real farmers modeling real Supreme fashions on a real farm. In just hours, the “lookbook” took on a life of its own, turning Farmland farmers into overnight Instagram celebrities. Farmland gained 14,000 Instagram followers in less than 24 hours and garnered coverage in outlets from NYC to Tokyo. We also saw a 20% increase in search traffic and a 736% increase in conversations about the brand. What’s more, by building an authentic relationship, Farmland earned new fans among the hypebeast crowd.