PROBLEM: Caterpillar builds the roads that keep our world moving, but as a B2B brand, it goes unnoticed. How can Caterpillar earn a place in popular culture?

INSIGHT: For city dwellers, the worst traffic isn’t on the road, it’s on the sidewalks: a lawless pedestrian highway.

IDEA: Caterpillar uses its highway-building expertise to fix pedestrian traffic jams.