Ogilvy, Caterpillar Light Up Lantern Festival in Remote Chinese Village
Posted in: UncategorizedOgilvy created a new spot in its “Built For It” campaign for Caterpillar, the first international effort in the campaign (and fifth overall), helping a remote village celebrate its lantern festival like never before.
Caterpillar brought power to the Yuhu Village, which is nestled 7,900 feet up in Yunnan Province’s Jade Dragon Snow Mountain for the most spectacular lantern festival its inhabitants have ever seen. The video opens on villagers preparing for the festival, while explaining that “In China, lanterns symbolize prosperity and good fortune.” Before night falls, Caterpillar shows up and powers the 8,840 lanterns with 252,000 watts of electricity from its generator, for a stunning light show, captured by Eyepatch Production and director Brandon LaGanke. Soon, fireworks are going off overhead and the festival is in full swing. The visually impressive spot ends with the line, “Bringing power and prosperity everywhere.”
Beyond its eye candy, the ad does a good job of showing Caterpillar’s equipment standing up to unusual situations. The villagers seem to really appreciate the gesture, as well, and their reactions make the ad emotional, positioning Caterpillar as the hero in the story without seeming too heavy-handed.
Credits:
OGILVY
Group Creative Directors: Chris Curry, Jerry Dugan
Creative: Emily Clark, Gavin Breyer, David Marino, Todd Goodale
Chief Creative Officers: Steve Simpson, Chris Garbutt
Account: Kurt Lundberg, Kate Prescott, Bret Emerson
Planning: Bryan Smith, Liz Sparkman
Chief Production Officer: Matt Bonin
Producer: Damon Webster
CATERPILLAR
Client: Caterpillar – Diane Lantz-Rickard, J. Archie Lyons, Deanna Dean
Creative Director, Global Brand Marketing: J. Archie Lyons
Producer: Jim Kelton
EYEPATCH PRODUCTION
Director: Brandon LaGanke
Executive Producer:Joanne Golden
Line Producer: Daniel Lubell
DP: Paul McCarthy
EYEPATCH POST-PRODUCTION
EyePatch Executive Producer: Jay Cagide
Post Producer: Laura Shackelford
Editor: Drew Palazzo
Sound Engineer: Ken Meyer
Music Supervisor: Chris Mazur
Color/On-Line: Method/Co3
Assistant Editors: Wes Latta, Andrea Podaski
