John Deere Aftersales faced a challenge: traditionally, contact with farmers only happened when a problem arose. The goal was to transform this relationship by making communication closer, warmer, and more human. The starting point came from a behavior we observed among farmers themselves. Many develop an emotional connection with their machines and even give them nicknames such as Jandir, Jandira, João Dias, Verdinho, and Jurandir — affectionate references to John Deere and its world. From this combination of strategy and consumer behavior, Jurandir was born: a character inspired by the language and everyday reality of farmers, created to give John Deere Aftersales a human face. Like a trusted technician and a close friend, he answers questions, introduces products and solutions, and translates technical topics into simple, everyday language. This way, Aftersales stopped being a service farmers turned to only when something went wrong and became a more familiar, trusted presence in their daily lives. More than 15 episodes already published on YouTube, check it out in JD Youtube.