The Secret Life of Quarries

Credit: Caterpillar

Even the hardest, toughest jobs can be romantic, as evidenced by “The Secret Life of Quarries,” a video series produced by Caterpillar, the manufacturer of construction and mining equipment.

Caterpillar is something of a rarity in the B2B space because its marketing is designed for emotional impact – it typically portrays construction workers as larger-than-life heroes. “The Secret Life of Quarries” fits that pattern.

Caterpillar had traditionally sponsored Quarry Days, which were a chance to show off its new equipment and provide an interactive experience for customers and dealers.  But the pandemic put an end to that for a while. So, as an alternative, Caterpillar created this six-part miniseries about life in a quarry and the role Caterpillar’s equipment plays.

It’s part educational, part promotional, part inspirational, and part entertainment. The series is shot and narrated like one of those David Attenborough nature documentaries and seemingly would appeal to anyone from a young child to the most seasoned buyer of equipment.

The campaign won a number of industry awards, including the Drum Award for Best B2B Educational Series. Like the best marketing communication, “The Secret Life of Quarries” is something you want to watch, rather than something that is imposing itself upon you.