Caterpillar: direct mail

Finning is the world’s largest Caterpillar dealer – employing over 12,000 people world-wide. Finning operate in a highly competitive industry, with multiple global manufacturers chasing the same customers. The idea of a cut-out press ad for a tough, uncompromising job provided the initial hook for this simple concept – underpinning the reliability and robustness of the Caterpillar range. Coming up with the playful ‘lightweights need not apply’ sign-off was an enjoyable moment in the creation of this simple and effective mailer.