Agency: VSA Partners, Chicago
Market: Construction management and engineering
Quick chase: Caterpillar has constructed a wonderful ad that allows it to display its breadth of capabilities in every corner of the world and beyond, or as the banner says: "From Madagascar to the moon see how Caterpillar is making progress possible." Visitors who roll over the banner are presented six case studies of Caterpillar projects or its products at work. The ad is a superb blend of text, video and photography that brings Caterpillar's story to life. For example, one segment describes how the company has helped the Chinese coal mining industry with generator sets that convert methane gas—a major pollutant—into energy. The videos use a cast of Caterpillar customers who sing the company's praises. Clue: The ad makes smart use of yellow and black—Caterpillar's brand colors.