Branding your corporate image with video

Caterpillar gives OEM Off-Highway exclusive first look at Stack video

OEM Off-Highway magazine and it's parent company, Cygnus Business Media, (home to major construction industry properties like, (, Equipment Today, Asphalt Contractor, Concrete Contractor, Pavement, and Green Industry Pro magazine) were given an exclusive 24-hour preview of Caterpillar's first installment of its Built Fort It brand campaign video series. 

Read about Cygnus' exclusive cooperative media effort with Cat for premiere image shift

In the film, “Stack,” five heavy equipment operators and their Cat machines toy with gravity using a tower of massive wood blocks weighing over 8 tons. The object of the game: remove blocks one at a time, replacing each of the 600-lb. blocks to raise the tower’s height without toppling it. What ensues as the cameras roll is a show of operator skill, and machine power, strength and agility.

Archie Lyons, Creative Director for the Built For It Trials, said when the production team brainstormed script ideas for the challenges, the objective was to create visually interesting and fun films to watch. “We didn’t think in terms of ‘Can Cat equipment and the operators really do this?’ because we didn’t want to limit the possibilities,” Lyons said, “Instead, coming up with compelling images to highlight machine features and benefits drove our creative process.”

What drives your creative marketing and branding efforts? 


Do you know the name of the game they’re playing? Send your answer in an email to [email protected] by 9 a.m. Wed., April 16 and you’ll get a chance to win a $100 gift card.

Watch the video here!

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