Finning Canada is the world's largest Caterpillar dealer in the world. They sell, rent and provide parts and service for equipment to customers in various industries, including mining, construction, petroleum, forestry and a wide range of power systems applications.

Finning employs over 13,000 people world-wide and operates in three geographies, with the head office in Vancouver, Canada.

The Challenge

When it comes to heavy-equipment, Finning is a household name. With 85 years of servicing a global market, this international company is an undisputed leader in its industry. But even industry leaders face challenges when navigating the unpredictable nature of market forces and their impacts on business.

During a challenging economic period Finning chose to revitalize their brand with an inspirational rallying cry to employees and customers about the company’s foundational presence across generations of equipment owners.

With our audience in mind, we developed a creative concept founded on the notion of hardworking hands. This would serve as a symbolic reference to the people we sought to recognize.

We coupled this approach with a heartfelt storyline that would follow one man’s journey over a lifetime. From humble beginnings shovelling driveways to starting a family and building his own business. We would create a feeling for the hard work and perseverance it took this character to create his own success.

The Results

Once we saw comments from people such as “hits home with our family” and “wow, tugging on the ol’ heart strings,” we knew we were onto something special.

The response Finning Canada received from our video was truly spectacular. The video continues to be the highest performing brand growth push Finning Canada has achieved to date.

Within a short few days, it racked up hundreds o thousands of organic views, engagements and shares—all with a minimal investment in ad spend.