NO STORY TOO BIG

NO STORY TOO BIG

Simantel & Wordsmith Advertising

Situation

There’s no story too big to tell – including building the World’s largest airport.

This $16 billion project entailed building the world’s largest airport in Istanbul, Turkey in just 42 months from the ground up. Phase one of the construction project required moving more than two billion cubic meters of material with more than 400 pieces of Caterpillar equipment.

Challenge

The complex logistics were all in place and construction had begun – but the real challenge: How do we tell the story to the rest of the world about how Caterpillar is helping make the impossible possible.

Solution

Simantel partnered with Wordsmith, AMIN member and Istanbul native, to document the trials and tribulations and bring this remarkable story of a mega project to the rest of the world.

In order to resonate with contractors and construction companies, their goal was to obtain authentic shots highlighting the challenges and physicality of the jobsite.

To do this:

  • A team of 15 cinema professionals captured the story over a period of 20 days.
  • Four days of the shoot were devoted to aerial filming with a drone, getting a bird’s-eye-view of this gigantic airport being built on the shores of the Black Sea.
  • The documentary featured firsthand interviews with the people working to ensure the success of the project at every level, from executives to engineers to technicians in the field.
  • The video was captured in Turkish to remain authentic and then translated with English sub-text, rather than the other way around.
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Outcome

The English-subtitled documentary and its Turkish version have received in total close to 50,000 views – which is outstanding for a 15-minutes video. The video proved to raise awareness for Cat EMSolutions with contractors and construction companies.

In addition to visibility among the target audience, the industry also recognized the innovation and craft of telling this story. The Communicator, an international program that recognizes big ideas in marketing, awarded Simantel and Wordsmith in the category of videography and cinematography.

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