CATERPILLAR
Walk by most any job site and chances are you'll see a Cat at work. Since 1910, It's these yellow giants that have been hard at work help build the world we live in.
I grew up loving Cats. My son loves Cats. Show me a kid who doesn't yell "Digger" when he sees a Cat on the street and I'll show you a kid that needs glasses.
So when they came to us asking for a new brand platform to help reinvigorate the brand and attract a new customer base overseas, we did more than just say yes. We rolled up our sleeves and got down to work.
"Built for it" was the global platform we launched three months later.
NO MATTER THE JOB,
NO MATTER THE ASK,
CAT'S BUILT FOR IT.
Walk by just about any jobsite and you'll see a Cat hard at work. Since 1910, these yellow giants have been building the world we live in. Our highways and roads. Our cities and towns. Even our homes. I grew up loving Cats. They're badass. Fierce-looking. Tough. Symbols of strength and progress. So when Caterpillar came to us asking for a new platform to reinvigorate the brand and inspire a new customer base overseas — one that put price over quality — we rolled up our sleeves and got to work.We presented the film below to a roomful of clients in Peoria, Illinois. BUILT FOR IT was born.
NO MATTER WHERE.
NO MATTER WHAT.
We raced to get BUILT FOR IT to Cat dealers around the globe. All clamoring for the new message to help them move multi-million-dollar earthmovers. Like diggers and dozers and dump trucks. Engines and parts and services. Even a Cat phone. Way tougher than an iPhone (sorry, Apple).
ALL PRODUCT DEMOS
SHOULD BE THIS TOUGH.
As BUILT FOR IT gained traction outside the US (the campaign never ran here), we moved to act II. Stop talking and start proving that cheaper never means better. That when you put quality in, you get quality out. We proposed a content series that would put Cat machines to extreme tests, demonstrating their power, precision, and cutting-edge capabilities. We called it The Built For It Trials. They entertained. They educated. And they proved to potential customers that whatever the ask, Cat is built for it.
We played the world's largest game of Jenga.
We beat the hell out of Cat's toughest work phone.
We let a bull roam free in a china shop.
We brought power to one of the most remote places on the planet to celebrate life.
We hit the driving range with pro golfers and pro machine operators.
We even pitted the world's strongest man against the world's strongest bulldozer.
"HEY, WE WENT VIRAL!"
The entire production took place at Caterpillar testing sites. They're like giant sandboxes for grownups. And every test was performed by a Cat machine operator. They're like Top Gun pilots without the cool names. We planned rigorously. Then we played. In the end, we proved product demos don't have to be boring. In fact, four of the Web films reached over a million views on YouTube. "Stack" is still climbing at 7,716,388.
WORK ON YELLOW IRON.
WIN SOME MEDAL.
Silver & Bronze Effies, Silver & Bronze Tellys, Silver Jay Chiat Award.
