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.
THE WORLD NEEDS TALENT.
YOUR TALENT.
Why would anyone go to an Internet college? That was the question we asked ourselves when Kaplan University came to us for a brand campaign. The short answer: there are lots of different reasons. For lots of different people. Working moms. Corporate ladder climbers. Covid quarantiners. People with smarts, skills ... talent. People who want to use their talent to get ahead but are overlooked by the traditional educational system. It was time for a change. For a different school of thought. To get people talking, we seeded controversial video content online and on TV. And talk they did.
AN ONLINE UNIVERSITY NEEDS
AN ONLINE PRESENCE.
On social channels and in digital display our message was simple: Your talent mattered to Kaplan. We're a different school of thought for all. The site encouraged debate about America's failing educational system. There was also an assessment tool that helped people learn how Kaplan could work for them, around them.
