JCB

Global construction equipment manufacturer JCB came to BFGi with a stale brand in need of some serious renovation for the launch of their new backhoe product. To promote it, they drove it across America from Tybee Island, GA to Santa Monica, CA in the aptly named “Backhoe Across America” tour to benefit Haiti. BFGi was approached to rebrand all of their social properties to promote the new product and the tour.

Focusing on the human element of a company that creates massive machinery was key in creating a personality for JCB. With rich imagery that brought the end result of construction to the forefront, BFGi brought out the human voice in the brand in a unified front across all social media—from an interactive Facebook map following the backhoe tour to blog, Twitter and YouTube skins.