Caterpillar

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Caterpillar turned 100 and went direct-to-consumer with a campaign built to show the full scale of what they do.

Pitch Video (1:27)

Full Campaign

The Brand Act:

New Yorkers already dodge bad walkers daily, but Fashion Week turns sidewalks into gridlock. So we built CatWalk, a dedicated fast lane slicing straight through NYFW chaos.

Tease

Ahead of Fashion Week, we dropped cryptic, city-coded posts spotlighting New Yorkers’ biggest shared enemy: slow walkers.

Launch

We opened CatWalk with a three-block fast-walk challenge, inviting New Yorkers to prove once and for all that they deserve the title of fastest walkers in the world.

City Wide Takeover

Real-time pedestrian traffic updates* on Manhattan billboards and radio segments
*utilizing New York’s public traffic cameras

Live Radio Reports
(Playable)

Script: “Now for your pedestrian traffic report, brought to you by Caterpillar.

We’re seeing near-total gridlock on Fifth Avenue between 47th and 52nd, as fashion crowds take over the sidewalks.
In SoHo, Prince Street’s at a full standstill after three separate groups tried to film TikToks in the same crosswalk.

If you’re trying to move at a normal city pace, look for Caterpillar’s CatWalk:
A dedicated fast lane helping New Yorkers keep it moving through the Fashion Week chaos.
It’s all part of Caterpillar’s mission to keep people, and cities, moving.

That’s the latest from your pedestrian traffic desk, see you in ten.”

Real-Time Traffic OOHs

Tiktokers Blocking Traffic at Empire State Building. Proceed at Your Own Risk (Of Being Filmed)

Failed Flash Mob Causing Delays on Broadway. Alternate Route Advised

Carbone Line fully blocking Bleecker. Find Detour (And Maybe Reservation)

Social

To fuel buzz, we teamed up with the king of bad-walker callouts, Matt Bass, and encouraged New Yorkers to post their top speeds.

With traffic flooding to our page, we went live from the CatWalk, complete with an on-site newscaster delivering minute-by-minute pedestrian traffic reports.

Special Thanks To the Amazing
Zofia Farley: Art Director

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Diana DeGroot