Campaign design | Caterpillar
The BHL 426F2 is Cats ultimate ‘Swiss Army knife’, ready to tackle any job and designed specifically to meet user needs and ease their pain points. However, customers are sometimes doubtful that they can afford what is often perceived as a luxury machine and are often unaware of the benefits compared to competitor brands. With this campaign we wanted to break from the status quo and asked our audience to rethink Caterpillar by raising awareness of the benefits of the 426F2 such as maximised fuel efficiency, versatility, maximised control and a raft of after sale benefits such as access to the Caterpillar dealer network.
As part of our approach, we developed a master key visual for each region to then be utilised in an number of formats including editorial and large format display. Copy and messaging was altered and adapted to tailor to targeted markets. The landscapes featured in our creative were shot on location using drone photography which was then manipulated in post-production to achieve the landscape bending horizons where the machines were placed using 3D modelling. Our creative approach plays with the idea of changing perspectives, inviting the viewer to ‘change their world’.