"In November 2008 Cat Footwear approached Fold7 to develop their first global communications campaign. Fold7 created a concept entitled ‘Earthmovers’, which became the new sentiment and brand direction for Cat.
‘Earthmovers’ is more than a campaign. It represents a change in direction for the Cat Footwear brand. With a fresh and diverse product range from new designers, Cat Footwear aims to engage and attract a new and larger consumer audience. ‘Earthmovers’ supports and visually defines this movement, designed to turn consumers’ and retailer’s heads alike and to challenge their perception of the brand."
'Earthmovers' certainly is "more than a campaign". It's a fucking disgrace.
I have it on extremely good authority that the makers of these ads approached Mr Darzacq and asked him if he'd like to adapt his own work for commercial purposes.