PROBLEM: As a B2B company, Caterpillar operates behind the scenes. For its 100th anniversary, the brand challenged us to bring Caterpillar into the cultural conversation.

INSIGHT: People love a brand that makes their life easier. Caterpillar has the resources to do just that.

IDEA: Caterpillar fixes pedestrian traffic jams with CATWALK: New York’s first pedestrian fast lane.