CAT briefed Fold7 on their ’09 brand review. Noted by Creative Review as one of 2009′s Best in Book.

Objective

Open up dialogue with new consumer to diversify from the yellow work boot into urban footwear.

Creative strategy

Build on the heritage of earthmoving equipment but refreshing the brand through using a creative style that positions it in the urban environment.

Activation:

Cinema, print, outdoor & retail.