Directing Caterpillar’s Technician Recruitment Campaign
Creative Director, Jake Beyhl is a natural storyteller who puts his whole heart into his work. Although he’s learned to dial back his intensity a bit, he’s as passionate as ever and loves to push the envelope to find new ways to stand out. But authenticity is important. Jake’s not about marketing just for the sake of marketing. The more something looks like advertising, the less effective it will be. It has to be real. And it doesn’t get any more real than Mike Rowe. That’s why directing Caterpillar’s 2013 Dealer Technician Recruitment campaign is Jake’s Point of Pride.
It all began when our long time Caterpillar client asked us to help change how people view hard work and recruit technicians to maintain the machines that build our world. The goal was to show moms talking to their kids about their future, high school students, mid-workforce techs looking for a career change and people coming out of the military that they don’t have to go to college and spend thousands of dollars on tuition to be successful. You can make good money in the skilled trades.
Jake and his crew traveled all over the United States to profile the best of the best technicians out there for Caterpillar. They captured real stories of real people; authenticity at its best. And Mike Rowe was the perfect person to help tell their stores. He was already a skilled trade advocate and one of the most genuine influencers out there. He created his mikeroweWORKS Foundation and was working with big brands to help promote it. So it was a natural fit.
Listen to the episode to hear how it all went down and what made the experience such a memorable one. You’ll also learn what Jake’s up to now and you don’t want to miss his words of wisdom for how to be successful in the space.
“I struggle with going through the motions and just coming up with ideas. Marketing to market really unsettles me. It kind of burns me up a little bit.”
Jake Beyhl