CAT Apparel

Campaign

CAT Workwear, a division of the globally recognised Caterpillar Inc., is synonymous with durability, toughness, and reliability. Drawing on the heritage of its parent company’s reputation for heavy-duty machinery, CAT Workwear offers a range of high-performance apparel designed to meet the demands of hard-working professionals. From rugged trousers and jackets to protective footwear, CAT Workwear is built to withstand the toughest environments, making it the go-to choice for those who need gear that works as hard as they do.

The challenge

CAT faced the challenge of launching its new range of Work trousers into the crowded B2B Workwear market, where many brands were competing for attention. The goal was to position CAT Apparel as a standout Workwear brand, emphasising its rugged and tough heritage, while boosting overall brand awareness.

The solution

To differentiate itself, we created a quirky campaign centred on the concept of "harder working trousers." The ads humorously depicted the trousers still at work while the workman took a break, highlighting their durability and reliability. To further reinforce the brand’s rugged image, a powerful visual was created, showing a CAT jacket alongside a CAT digger with the line: "WORK WEAR." This mirrored the toughness of CAT machinery, effectively aligning CAT Apparel with its heritage and boosting its appeal in the market.

What our clients say:

With confidence and clarity, Lee helped visually articulate our brand DNA, starting with a reimagined brand identity, ultimately applying a cohesive brand architecture and consistent visual language across all touchpoints. Lee’s unbridled passion and relentless energy, often straddling time zones, was infectious – especially whilst multiple stakeholders made challenging decisions during unprecedented times.
Nick Hedley, Partner, Hedley May.

What our clients say:

We bring Lee in to work with us at our busiest times of year. Not only does he approach the complex workload with enthusiasm and patience, but his work was also accurate and creatively beautiful. He is fun to have around, and I would have no hesitation in recommending him to others.
Sue Holt, Marketing Executive, BBC Children in Need.

What our clients say:

Lee worked extensively on PetSafe® Brand and I could always rely on him to come up with outstanding creative ideas and push the standard globally. And good ideas meant great results for us. A promotional video he conceived, and art directed was so strong that it became the TV advert for the US.”
Angela Critchley - Head of Marketing, PetSafe® International.

Get your brand to stand out from the crowd

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