New Holland Agriculture

To honor the 50th anniversary of its industry-changing Twin Rotor® combine, New Holland launched a social campaign powered by real stories—connecting generations of farmers, dealers, and employees through pride, nostalgia and shared innovation.

The campaign began with stories from New Holland employees—those who engineered, sold and relied on the Twin Rotor for over five decades. These authentic voices seeded the effort and invited the broader community to share their stories.

Farmers and dealers posted their own Twin Rotor moments, showing machines passed down and upgraded through generations. 

Throughout the year, the campaign wasn’t just visible on New Holland’s owned channels—it was brought to life locally by dealers across North America.

To support this activation, partner agency MS Graphics developed a suite of materials for dealers to use in their own stores and communities. From in-store signage and print-ready assets to social media graphics and content templates, dealers were equipped to share the celebration in their own voice to keep the momentum going throughout the year.

The campaign culminated at Farm Progress 2025, where New Holland placed an original TR70 beside the latest CR model. Nearby, a vertical, sound-off video built from historical content stepped through 50 years of Twin Rotor innovation. Shared afterward across social and dealer channels, it captured the campaign’s heart: honoring the people who made the Twin Rotor a legacy and a historic combine everybody is talking about.