Agricultural, Industrial & Building

All related products, materials, tools and services.



The Built For It Trials

In the troubled economy, heavy equipment buyers were turning away from Cat's premium equipment to lower-priced, good-enough alternatives. Bombarding prospects with facts and figures as the entire industry does failed to distinguish Cat equipment. The industry had sucked the life from product demos, yet massive machines magnetically attract boys of all ages. So we turned our tons of machines into tons of fun, mashing up equipment quality and precision with unexpectedly playful trials. People talked, the media buzzed, and results signaled that the Built For It Trials reinvigorated the brand.

Brand: Cat
Client: Caterpillar
Agency: Ogilvy & Mather
Language: English


The objective of the eKonomics campaign is to create a powerful business case for investing in soil nutrition. Gyro designed to be a comprehensive online resource that delivers simple analyses of soil science data, agronomic information, research and best management practices to help farmers and retailers achieve greater financial success. It is a first-of-its-kind web property that treats farmers as the businessmen and women they are, and offers proprietary tools to make smart business decisions not just emotional decisions.

Brand: PotashCorp
Client: PotashCorp
Agency: gyro
Language: English

Making Toilets Matter

In a category focused on style, the toilet had been relegated to a bathroom accessory that no one wanted to talk about. American Standard aimed to change that with Champion a toilet powerful enough to flush golf balls and save lives. Our challenge was to increase awareness, distribution and sales of Champion, while improving the brands image. So we created the Flush For Good campaign, highlighting talk-worthy facts about the power of the toilet. The result? We surpassed goals, elevated the brand, and almost ran out of toilets!

Brand: American Standard
Client: American Standard
Agency: 22squared
Language: English

2021_us_2021_e-5999-353_hero_1 American Egg Board The Gift of Eggs
2021_us_2021_e-6391-973_hero_1 DuraCor Herbicide Get More from Every Acre
2020_us_2020_e-4555-079_hero_1 American Egg Board Cracking New Occasions

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