The rules of traction

Xtractor Around the World

Xtractor is the Multichannel Brand Content conceived and produced by IDNTT for McCormick.
Four protagonists that are nothing short of special: reds, powerful, super-technological and green friendly. The mission is to travel around the world on an adventure aboard a tractor.

"Even a journey of a thousand miles begins with one step."

- Lao Tzu
Aroundthe world in four tractors
Argo Tractors SPA had a clear objective: to strenghten then the presence of the Mc Cormick brand globally. We have proposed them a new path, not yet traveled, perfect for emphasizing the technical capabilities and performance of the products. What we have achieved is much more than an on and offline visibility project: it is a real experience.
The numbers of the project
4 tractors
6 pick-ups
5 communication channels (TV, Facebook, Instagram, Press and Merchandising)
4k broadcast shooting around the world
2016 Australia: 8.500 km
2018 Sud Africa: 8.000 km

2022 the engine are on

The Xtractor Team is ready to leave for a new expedition around the world! Stay Tuned!
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