{"id":2395,"date":"2024-10-22T21:34:32","date_gmt":"2024-10-22T21:34:32","guid":{"rendered":"https:\/\/www.batteryagency.com\/?page_id=2395"},"modified":"2025-10-08T19:18:06","modified_gmt":"2025-10-08T19:18:06","slug":"farmcore","status":"publish","type":"page","link":"https:\/\/www.batteryagency.com\/index.php\/farmcore\/","title":{"rendered":"Farmcore"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.20.0″ _module_preset=”default” custom_margin=”30px||||false|false” custom_margin_tablet=”30px||||false|false” custom_margin_phone=”0px||||false|false” custom_margin_last_edited=”on|phone” custom_padding=”0px||6px||false|false” global_colors_info=”{}”][et_pb_row use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.20.0″ _module_preset=”default” width=”90%” max_width=”1200px” module_alignment=”center” custom_margin=”6px|auto||auto|false|false” custom_margin_tablet=”6px|auto||auto|false|false” custom_margin_phone=”0px|auto||auto|false|false” custom_margin_last_edited=”on|phone” custom_padding=”35px||7px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.0″ _module_preset=”default” custom_padding=”0px|0px|0px|0px|false|false” animation_style=”slide” animation_direction=”bottom” animation_duration=”750ms” animation_delay=”200ms” animation_intensity_slide=”2%” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” text_font=”Inter|300|||||||” text_font_size=”16px” text_letter_spacing=”0.02em” text_line_height=”0.6em” header_2_font=”Inter|300|||||||” header_2_font_size=”52px” header_2_letter_spacing=”-0.02em” header_2_line_height=”1.4em” min_height=”15.6px” custom_margin=”||0px|0px|false|false” custom_margin_tablet=”||0px|7px|false|false” custom_margin_phone=”||8px||false|false” custom_margin_last_edited=”on|phone” custom_padding=”0px||0px|4px|false|false” text_font_size_tablet=”16px” text_font_size_phone=”14px” text_font_size_last_edited=”on|phone” text_line_height_tablet=”0.6em” text_line_height_phone=”0.8em” text_line_height_last_edited=”on|phone” header_2_font_size_tablet=”57px” header_2_font_size_phone=”45px” header_2_font_size_last_edited=”on|phone” text_orientation_tablet=”” text_orientation_phone=”center” text_orientation_last_edited=”on|phone” global_colors_info=”{}”]Land O\u2019Lakes[\/et_pb_text][et_pb_text _builder_version=”4.23″ _module_preset=”default” text_font=”Inter|300|||||||” text_font_size=”16px” text_letter_spacing=”0.02em” text_line_height=”0.6em” header_2_font=”Inter|300|||||||” header_2_font_size=”52px” header_2_letter_spacing=”-0.02em” header_2_line_height=”1.4em” custom_margin=”0px||0px|0px|false|false” custom_padding=”0px||0px|0px|false|false” text_font_size_tablet=”16px” text_font_size_phone=”14px” text_font_size_last_edited=”on|phone” text_line_height_tablet=”0.6em” text_line_height_phone=”0.8em” text_line_height_last_edited=”on|phone” header_2_text_align_tablet=”” header_2_text_align_phone=”center” header_2_text_align_last_edited=”on|phone” header_2_font_size_tablet=”57px” header_2_font_size_phone=”32px” header_2_font_size_last_edited=”on|phone” header_2_line_height_tablet=”1.4em” header_2_line_height_phone=”43px” header_2_line_height_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

Reclaiming a Fashion Trend to Tell the Story of a Farmer-Owned Co-op
\n<\/h2>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.23″ _module_preset=”default” background_enable_image=”off” background_video_mp4=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/ezgif-7-d51e722002.mp4″ min_height=”700px” min_height_tablet=”750px” min_height_phone=”270px” min_height_last_edited=”on|phone” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” collapsed=”off” global_colors_info=”{}”][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.23″ _module_preset=”default” custom_margin=”0px||15px||false|false” custom_margin_tablet=”” custom_margin_phone=”-20px||||false|false” custom_margin_last_edited=”on|phone” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.20.0″ _module_preset=”default” custom_margin=”60px||||false|false” custom_padding=”1px||1px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” text_font=”Inter|300|||||||” text_text_color=”#1e1e1e” text_font_size=”21px” text_line_height=”32px” max_width=”750px” max_width_tablet=”750px” max_width_phone=”750px” max_width_last_edited=”on|desktop” module_alignment=”center” custom_margin_tablet=”” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|phone” custom_padding_tablet=”” custom_padding_phone=”||0px||false|false” custom_padding_last_edited=”on|phone” text_font_size_tablet=”20px” text_font_size_phone=”18px” text_font_size_last_edited=”on|phone” text_line_height_tablet=”30px” text_line_height_phone=”28px” text_line_height_last_edited=”on|phone” global_colors_info=”{}”]While most of America knows Land O’Lakes, it needed to connect with younger consumers who were choosing competitor brands. To give this next generation of dairy consumers a reason to choose Land O’Lakes, we needed to show them that it\u2019s owned by over 1000+ farmers who run independent dairy farms, support sustainable agriculture practices, and create meaningful impact in their communities.<\/p>\n

So how do we share the brand’s stories of impact in a way that stands out? We tapped into the workwear fashion trend\u2014Farmcore. What\u2019s hitting the runway of fashion shows and streetwear, we\u2019re reclaiming for our farmer-owners by creating a fashion show for Paris Fashion Week (Paris, Wisconsin, of course) – highlighting the stories of impact through donated Farmcore pieces from the farmer-owners themselves.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.21.0″ _module_preset=”default” min_height=”1222.5px” custom_padding=”12px|||||” global_colors_info=”{}”][et_pb_row use_custom_gutter=”on” gutter_width=”1″ _builder_version=”4.23″ _module_preset=”default” width=”90%” max_width=”1250px” min_height=”730.5px” min_height_tablet=”730.5px” min_height_phone=”730.5px” min_height_last_edited=”on|phone” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.23″ _module_preset=”default” background_enable_video_mp4=”off” border_width_all=”5px” border_color_all=”#FFFFFF” global_colors_info=”{}”][et_pb_video src_webm=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2025\/03\/FARMCORE-LAND-O-LAKES-video-converter.com_.webm” image_src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/60-Cover-Photo_RECCO.jpg” _builder_version=”4.23″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_video][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”1″ _builder_version=”4.23″ _module_preset=”default” width=”90%” max_width=”1250px” custom_padding=”0px|||||” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.23″ _module_preset=”default” background_video_mp4=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/ezgif-4-24ff2cebe2.mp4″ border_width_all=”5px” border_color_all=”#FFFFFF” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” min_height=”190px” global_colors_info=”{}”][\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.23″ _module_preset=”default” background_image=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/M5_BRETT.jpg” background_enable_video_mp4=”off” border_width_all=”5px” border_color_all=”#FFFFFF” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” min_height=”190px” global_colors_info=”{}”][\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ use_custom_gutter=”on” gutter_width=”1″ _builder_version=”4.23″ _module_preset=”default” width=”90%” max_width=”1250px” custom_margin=”-32px|auto||auto||” custom_padding=”0px|||||” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.23″ _module_preset=”default” background_video_mp4=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/11\/ezgif-2-e18700aa20-1-1.mp4″ border_width_all=”5px” border_color_all=”#FFFFFF” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” min_height=”190px” global_colors_info=”{}”][\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.23″ _module_preset=”default” background_image=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/11\/garments.jpg” background_enable_video_mp4=”off” border_width_all=”5px” border_color_all=”#FFFFFF” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” min_height=”190px” global_colors_info=”{}”][\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.23″ _module_preset=”default” background_video_mp4=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/ezgif-4-bac1978503.mp4″ border_width_all=”5px” border_color_all=”#FFFFFF” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” min_height=”190px” global_colors_info=”{}”][\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.20.0″ _module_preset=”default” custom_margin=”0px||||false|false” custom_padding=”0px||1px|||” global_colors_info=”{}”][et_pb_row _builder_version=”4.20.0″ _module_preset=”default” min_height=”155px” custom_margin=”-61px|auto||auto|false|false” custom_padding=”1px|||||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” text_font=”Inter|300|||||||” text_text_color=”#1e1e1e” text_font_size=”20px” text_line_height=”30px” max_width=”750px” max_width_tablet=”750px” max_width_phone=”750px” max_width_last_edited=”on|desktop” module_alignment=”center” text_font_size_tablet=”20px” text_font_size_phone=”18px” text_font_size_last_edited=”on|phone” text_line_height_tablet=”30px” text_line_height_phone=”28px” text_line_height_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

<\/blockquote>\n

To extend the event and further invite fans to discover these looks and stories, we partnered with InStyle, People, and AllRecipes. To connect with existing Land O\u2019Lakes fans, we created custom Farmcore gear to give away via social media. And to generate additional buzz in the world, we sent a traveling Farmcore truck through the streets of New York City.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.23″ _module_preset=”default” custom_margin=”89px||||false|false” custom_padding=”0px||1px|||” global_colors_info=”{}”][et_pb_row column_structure=”1_5,1_5,1_5,1_5,1_5″ use_custom_gutter=”on” gutter_width=”1″ _builder_version=”4.23″ _module_preset=”default” width=”90%” max_width=”1250px” min_height=”155px” custom_margin=”-61px|auto|0px|auto|false|false” custom_padding=”1px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_video src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/LOL_Lifestyle_Launch_9x16-1.mp4″ image_src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/thumb_1-1.jpg” _builder_version=”4.23″ _module_preset=”default” border_width_all=”3px” border_color_all=”#FFFFFF” global_colors_info=”{}”][\/et_pb_video][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_video src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/Announce-final-grade-v1A-1-1.mp4″ image_src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/thumb_2.jpg” _builder_version=”4.23″ _module_preset=”default” border_width_all=”3px” border_color_all=”#FFFFFF” global_colors_info=”{}”][\/et_pb_video][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_video src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/60-Second-Instagram-Story-2.mp4″ image_src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/thumb_3.jpg” _builder_version=”4.23″ _module_preset=”default” border_width_all=”3px” border_color_all=”#FFFFFF” global_colors_info=”{}”][\/et_pb_video][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_video src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/With-VO-1-1.mp4″ image_src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/thumb_4.jpg” _builder_version=”4.23″ _module_preset=”default” border_width_all=”3px” border_color_all=”#FFFFFF” global_colors_info=”{}”][\/et_pb_video][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_video src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/Surf-Disco_3-1.mp4″ image_src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2024\/10\/thumb_5.jpg” _builder_version=”4.23″ _module_preset=”default” border_width_all=”3px” border_color_all=”#FFFFFF” global_colors_info=”{}”][\/et_pb_video][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.23″ _module_preset=”default” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.23″ _module_preset=”default” min_height=”155px” custom_margin=”0px|auto|0px|auto|false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23″ _module_preset=”default” text_font=”Inter|300|||||||” text_text_color=”#1e1e1e” text_font_size=”20px” text_line_height=”30px” max_width=”750px” max_width_tablet=”750px” max_width_phone=”750px” max_width_last_edited=”on|desktop” module_alignment=”center” custom_margin=”0px||||false|false” custom_padding=”0px||||false|false” text_font_size_tablet=”20px” text_font_size_phone=”18px” text_font_size_last_edited=”on|phone” text_line_height_tablet=”30px” text_line_height_phone=”28px” text_line_height_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

<\/blockquote>\n

Finally, we dropped the Land O\u2019Lakes Farmcore Collection, making it available around the world, selling out 36 one-of-a-kind pieces on Depop and giving people a chance to rep the stories of Land O\u2019Lakes farmer-owners.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.23″ _module_preset=”default” custom_margin=”0px||0px||false|false” custom_padding=”0px||1px||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.23″ _module_preset=”default” width_tablet=”” width_phone=”95%” width_last_edited=”on|phone” min_height=”155px” custom_margin=”4px|auto||auto|false|false” custom_padding=”1px|||||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2025\/01\/depop.jpg” title_text=”depop” _builder_version=”4.23″ _module_preset=”default” custom_margin=”0px||||false|false” custom_padding=”0px||||false|false” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default”][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”Bebas Neue||||||||” text_letter_spacing=”-2px” text_font_size=”70px” text_text_color=”#1e1e1e” max_width=”750px” module_alignment=”center” hover_enabled=”0″ sticky_enabled=”0″ text_orientation=”center”]<\/p>\n

RESULTS<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” max_width=”750px” module_alignment=”center” text_font=”Inter|300|||||||” text_font_size=”20px” text_orientation=”center” text_text_color=”#111111″ text_line_height=”30px” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

146 million<\/b> impressions generated across the campaign
\nSold out<\/b> the entire Depop collection in two weeks
\nOver 372,000<\/b> page views on the Farmcore landing page
\n+5.4% <\/b> in Brand Familiarity and +2.3%<\/b> in Brand Favorability <\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.20.0″ _module_preset=”default” background_color=”#e8e8e8″ custom_margin=”30px||-67px||false|false” custom_padding=”7px||25px||false|false” global_colors_info=”{}”][et_pb_row use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.20.0″ _module_preset=”default” width=”90%” max_width=”1500px” custom_padding=”5px||5px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.0″ _module_preset=”default” custom_padding=”0px|0px|0px|0px|false|false” animation_style=”slide” animation_direction=”bottom” animation_duration=”750ms” animation_delay=”200ms” animation_intensity_slide=”2%” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.0″ _module_preset=”default” text_font=”Inter|300|||||||” text_line_height=”1em” header_2_font=”Inter|300|||||||” header_2_line_height=”1.6em” custom_margin=”||-13px|||” custom_padding=”6px||6px||true|false” global_colors_info=”{}”]<\/p>\n

Related Work<\/h2>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_4,1_4″ use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.20.0″ _module_preset=”default” width=”90%” max_width=”1500px” custom_padding=”5px||5px|||” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.20.0″ _module_preset=”default” animation_style=”slide” animation_direction=”bottom” animation_duration=”750ms” animation_delay=”200ms” animation_intensity_slide=”2%” global_colors_info=”{}”][et_pb_image src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2023\/03\/lillith_home_thumb.jpg” title_text=”lillith_home_thumb” url=”\/index.php\/lilith-games-warpath\/” module_class=”et-zoom-in” _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.20.0″ _module_preset=”default” text_font=”Inter|300|||||||” text_line_height=”1em” header_2_font=”Inter|300|||||||” header_2_line_height=”1.6em” custom_margin=”||-13px|||” custom_padding=”0px||0px|||” link_option_url=”\/index.php\/netflix-is-a-joke\/” global_colors_info=”{}”]Raven Is on the March<\/p>\n

Lilith Games: Warpath<\/h2>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.20.0″ _module_preset=”default” animation_style=”slide” animation_direction=”bottom” animation_delay=”300ms” animation_intensity_slide=”2%” global_colors_info=”{}”][et_pb_image src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2023\/03\/angel_city_home_thumb.jpg” title_text=”angel_city_home_thumb” url=”\/index.php\/angel-city\/” force_fullwidth=”on” module_class=”et-zoom-in” _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.20.0″ _module_preset=”default” text_font=”Inter|300|||||||” text_line_height=”1em” header_2_font=”Inter|300|||||||” header_2_line_height=”1.6em” custom_padding=”0px|||||” link_option_url=”\/index.php\/angel-city\/” global_colors_info=”{}”]Creating a Team Bigger Than a Game<\/p>\n

Angel City<\/h2>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.20.0″ _module_preset=”default” animation_style=”slide” animation_direction=”bottom” animation_delay=”450ms” animation_intensity_slide=”2%” global_colors_info=”{}”][et_pb_image src=”https:\/\/www.batteryagency.com\/wp-content\/uploads\/2023\/04\/transformers_thumb.jpg” title_text=”transformers_thumb” url=”\/index.php\/transformers_reactivate\/” module_class=”et-zoom-in” _builder_version=”4.20.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.20.0″ _module_preset=”default” text_font=”Inter|300|||||||” text_line_height=”1em” header_2_font=”Inter|300|||||||” header_2_line_height=”1.6em” custom_padding=”0px|||||” link_option_url=”\/index.php\/royal-bank-of-canada\/” global_colors_info=”{}”]CG film for the upcoming<\/p>\n

Transformers Reactivate<\/h2>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Land O\u2019LakesReclaiming a Fashion Trend to Tell the Story of a Farmer-Owned Co-op While most of America knows Land O’Lakes, it needed to connect with younger consumers who were choosing competitor brands. 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