Bobcat is an American manufacturer of compact construction machinery. In the hunt for a marketing partner to give the cat back its claws, they found us.
After a passionate briefing, it became clear that we had to reposition Bobcat as a "genuine American icon". Following our creative rounds we hit right on target with the concept 'the comic hero'. With an astonishing illustrative style and the original Bobcat baseline, the pan-European "One Tough Animal" campaign was born.