The two-minute video, Lantern Festival, was created by Ogilvy & Mather Advertising New York, USA, and is the fifth video in Caterpillar's Built for It Trials campaign, which launched last year.
The company says that campaign is intended to show how Caterpillar equipment can “take on big jobs with precision and high performance,” and is an extension of Caterpillar's broader Built for It branding campaign, which was launched two years ago.
“The purpose of the Built for It campaign is to take the Cat brand on the offence,” says Archie Lyons, global brand creative director at Caterpillar.
"We are a large, Fortune 50 company, and some people may feel we're not as warm as a mom-and-pop company. We want to go from cold, corporate and conservative to human, relevant and approachable,”
The first video in the series, Stack, showed five Cat construction machines playing a giant game of Jenga. It received more than 2.6 million views on YouTube.
Since then, Caterpillar has launched three other videos, and the latest, which has been rolled out on YouTube and Caterpillar's website, shows a Cat generator powering more than 8,800 lanterns in a remote Chinese village.
“It focuses on Cat's innovations in the developing world. Caterpillar is not as well-known in those markets as it is in the developed world,” says Adam Tucker, president of Ogilvy & Mather Advertising New York.
