VSA PARTNERS
Caterpillar’s signature-yellow construction and mining machines are icons of American industry: For more than 80 years, that equipment has been building the world’s infrastructure. In 2005 VSA Partners helped create the company’s first global reputation campaign in a decade. Specifically, the campaign targets audiences worldwide who are not aware of Caterpillar’s status as a global, environmentally conscious, technologically sophisticated company, or of its contributions to economic and social progress. The campaign, “The World: In Progress,” consisted of print, out-of-home and radio advertising. Launch of the campaign’s website in March 2008 marked the beginning of a bold online presence designed to further strengthen Caterpillar’s reputation.

The VSA/Caterpillar partnership encompassed the development of Caterpillar’s strategic intent as a company, internal and external research, development of communication strategies and creative execution across employee, dealer and public audiences. The World: In Progress reflects corporate strategy and values. It recognizes that progress can mean different things to different people. For a small African village, it could be a road that connects the town to a larger economy. For a developing nation, it could mean finding alternative means to meet growing energy needs. The campaign emphasizes that no matter what form progress takes, Caterpillar makes it possible. It’s this potential of what the world can be that is the idea behind the campaign. “The campaign focuses on expanding Caterpillar’s strong reputation beyond what it makes, to what it makes possible,” says VSA creative director Patrick Heick.

The design of the website reflects the Caterpillar brand: simple, bold, aspirational. “We were charged with telling compelling stories of the progress Caterpillar makes possible throughout the world,” says VSA creative director Dave Ritter. The VSA team traveled from China and Africa to South America to document the ways in which Cat equipment impacts the quality of life and standard of living for millions of people … and the site brings these stories to life. Large-scale videos coupled with minimal text make this site an engaging experience, rather than a text-heavy report. In addition to the videos, the site is enhanced with fun, interactive maps, 3D diagrams and stunning photo galleries. “What was the best part of doing this job?” asks VSA creative director Jonathan Turitz. “Creating a site that lived up to the engaging stories we were telling.” Terry Lee Stone

VSA PARTNERS | CREATIVE DIRECTORS: PATRICK HEICK, DAVE RITTER, JONATHAN TURITZ | STRATEGIST: KRISTEN GROH | DESIGNERS: BRANDT BRINKERHOFF, ERIC FLEGEL, PETER TY, JONATHAN SLUYS | PRODUCER: HARVEY LEWIS | DEVELOPERS: MATTIE LANGENBERG, PATRICK MCDONALD | PROJECT MANAGERS: CHRISTA PETTIS, CHRISTINA BRINKERHOFF | WRITERS: JONATHAN TURITZ, HEATHER WILSON, DANIEL HARMON | CLIENT: CATERPILLAR | WWW.VSAPARTNERS.COM