ACE Judges, For Your Consideration:
John Deere’s Forge On
To reintroduce employees to its five core values — Integrity, Quality, Humanity, Commitment, and Innovation — John Deere turned to the man behind the name.
“Forge On” is a visually arresting internal anthem that draws direct lines between John Deere, the founder, and the values the company upholds nearly 200 years later. From his early breakthroughs in agricultural innovation to his abolitionist stance and community philanthropy, Deere’s legacy provided the perfect lens to anchor the company’s newest core value: Humanity.
The video was conceived, written, filmed, and edited in just two weeks to support the global rollout of that value. With an anthemic score and no narration, it’s emotionally resonant across languages and borders. “Forge On” isn’t just a look back — it’s a rallying cry for every employee to carry those same values forward.
A bold internal moment that proves the soul of the Deere brand has never changed.