With the goal of simultaneously boosting the number of students interested in careers in agriculture, and shifting brand perception, John Deere turned to SCS to help inspire, engage and educate a younger audience on the role agriculture plays in the world. SCS then turned our own focus to where that audience was spending much of their time; Minecraft—a popular platform that already encouraged creativity and innovation by providing an educational game experience with the problem solving basics of agriculture, mining, lumbering, etc. By creating and integrated experience, we could give young people an introduction to modern agriculture through simulated use of the agriculture machinery, processes, and decisions that go into farming.
John Deere —
CULTIVATING THE NEXT GENERATION
OF AGRICULTURE LEADERS
With John Deere’s Smart Industrial Redesign they’re showcasing how Automation and Autonomy are stepping to the forefront of agriculture practices. And with John Deere, as a brand, evolving to a position as a technology leader in the ag space, we wanted to find unique ways to share their new positioning with the world in ways that matched their innovation.
To help build out the FarmCraft world within the Minecraft environment, SCS tapped Blockworks, a UK based digital production studio with over 30 content creators specializing in creating custom experiences in and around Minecraft while leveraging the most positive aspects of the game. Over the following year, SCS, John Deere and Blockworks collaborated to build the FarmCraft experience to be to most realistic agricultural experience possible for our younger audience to enjoy.