For a brand that started out manufacturing construction and mining equipment, Caterpillar has come a long way. Today they manufacture everything from designer clothing, shoes and watches. All of their products are positioned as tough, rugged and durable and their range of smart phones is no exception. It's because of this brand intrinsic that Cat phones are the preferred choice for architects, builders and engineers the world over. The challenge for this job was to appeal to a younger, less industry specific audience and at the same time draw attention to their new range's high definition camera, all while reinforcing their brand intrinsic of toughness and durability. Our solution was to use young, trendy daredevils snapping vertigo-inducing pictures of their feet, seemingly free of any fear, including that of dropping their phones.