The Drum Awards for Marketing - Extended Deadline

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Date: Dec 2017
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Young & Laramore has a new campaign for Cat Footwear called 'Born from Bulldozers.' The workwear campaign centers on the idea that only Cat Footwear can claim its heritage from giant Caterpillar machines, and the footwear products are just as tough as the machines they’re derived from.

The Cat name, with its iconic yellow machines at construction sites around the world, is synonymous with heavy-duty work. And it’s this unshakeable reputation that’s at the heart of the 'Born From Bulldozers' campaign, which asks a very simple question: given Cat work boots’ long and storied heritage of working, why pick anything else?

Y&L, which was named creative agency of record for the brand earlier this year, created print, out-of-home, in-store posters and social and digital content.

Credits

CLIENT: Cat Footwear

AGENCY: Young & Laramore

ECD / PRINCIPAL: Carolyn Hadlock

CREATIVE DIRECTOR / PRINCIPAL: Bryan Judkins

ASSOCIATE CREATIVE DIRECTOR: Scott King

ASSOCIATE DESIGN DIRECTOR: Zac Neulieb

WRITER: Aidan McKiernan

PRESIDENT & CHIEF STRATEGY OFFICER: Tom Denari

VICE PRESIDENT, ACCOUNT DIRECTOR: Brad Bobenmoyer

ACCOUNT SUPERVISOR: Cory Schneider

PHOTOGRAPHER: Dean Van Dis