Caterpillar

Diane Lantz-Rickard, Global Brand Mktg. Manager
Archie Lyons, Creative Director, Global Brand Mktg.
Deanna Dean, Brand Promotions Coordinator
Jim Kelton, Sr. Producer/Director

Ogilvy & Mather *Lead Agency

Chris Curry, Group Creative Director
Jerry Dugan, Group Creative Director
Bryan Smith, Planning Director
Liz Sparkman, Planner
Sean Remler, Managing Director
Kate Prescott, Acct. Supervisor

In the troubled economy, heavy equipment buyers were turning away from Cat's premium equipment to lower-priced, good-enough alternatives. Bombarding prospects with facts and figures as the entire industry does failed to distinguish Cat equipment. The industry had sucked the life from product demos, yet massive machines magnetically attract boys of all ages. So we turned our tons of machines into tons of fun, mashing up equipment quality and precision with unexpectedly playful trials. People talked, the media buzzed, and results signaled that the Built For It Trials reinvigorated the brand.