Toughness has a family name.

CAT’s yellow machines have been proving their toughness on job sites for generations. For its work boots, that heritage was the strongest argument we could make.

“Born from Bulldozers” connected the footwear directly to the machinery that made the name mean something. Across print, outdoor, in-store, and social, we built the campaign around that family resemblance. It gave a crowded category a distinctive visual story—and gave the Cat name a job to do on every boot.