• by Larissa Faw , December 8, 2017

Wolverine Worldwide and agency Young & Laramore (Y&L) are introducing the first project under their new AOR relationship for Cat Footwear.

The “Born From Bulldozers” creative references the footwear license for Caterpillar by linking the brand's iconic yellow machines at construction sites with heavy-duty work and the longevity of these boots.

The global media buy targets Cat’s youthful “earthmover” demographic, essentially blue-collar men and women who are between the ages of 18 and 35 in Canada, U.S., Central and South America, and Europe.

The campaign includes print, out-of-home, in-store posters and social as well as digital content.