Making the earth move for a high-speed dozer.

To launch the world’s first high-speed dozer, John Deere asked gyro to make sure the big reveal had as much earth-moving impact as possible. The development process was kept a closely guarded secret, making the unveiling the most anticipated event at ConExpo, the largest earth-moving equipment trade show in the world. To heighten anticipation, a countdown to the unveiling appeared both on the brand website and on 3.6-metre (12-foot) monitors suspended above the cloaked machine at the show. Select journalists were offered premium angles at which to witness the unveiling. And, at the appointed time, more than 80 journalists were there to see the cloth removed as the world’s first high-speed dozer was revealed.