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Caterpillar wanted to ignite pride among employees for their impact in making the brand so respected and admired around the world. The video, concepted and crafted by Hart, expresses to current and potential employees the company’s deep appreciation for each person’s efforts every single day.
Designed as a letter to employees written and signed by “The World,” the video builds an emotional connection in a profoundly personal way. From those who design and build Caterpillar’s globally recognized equipment to the multitude who keep the organization running smoothly, the message is clear: Your Work Matters. “The Letter” is a powerful, dynamic and inspiring reminder to employees that they are part of something so much bigger.