Ogilvy, Caterpillar Light Up Lantern Festival in Remote Chinese Village

By Erik Oster 

Ogilvy 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.”

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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

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