Heavy Equipment & Construction

Here’s to hands that build


Finning Canada is the world's largest Caterpillar dealer in the world. They sell, rent and provide parts and service for equipment to customers in various industries, including mining, construction, petroleum, forestry and a wide range of power systems applications.

Finning employs over 13,000 people world-wide and operates in three geographies, with the head office in Vancouver, Canada.

1. The Challenge

When it comes to heavy-equipment, Finning is a household name. With 85 years of servicing a global market, this international company is an undisputed leader in its industry. But even industry leaders face challenges when navigating the unpredictable nature of market forces and their impacts on business.

After a challenging 2014 due to an economic downturn, Finning chose to revitalize their brand with an inspirational rallying cry to employees and customers alike about the company’s foundational presence across generations of equipment owners.

At Cineflair, our challenge was to create something gritty, authentic and emotion-driven that would reflect an aspirational brand while earning the trust of the everyday, hardworking Canadian.

2. The Idea

When Finning Canada approached us to team up, it was clear that they had done the work to understand the intricacies of their audience as well as the message they wanted to communicate. Our job was to capture this and develop it into a compelling narrative.

Through our process of research and brainstorm, we began to notice a recurring theme around the labour-intensive industries that Finning services. There was something truly special about the work ethic and hands-on approach to labour that people, particularly across the prairies, were accustomed to yet rarely praised for.

With our audience in mind, we developed a creative concept founded on the notion of hardworking hands. This would serve as a symbolic reference to the people we sought to recognize.

Quinn Wood, our kid hero.

Quinn Wood, our kid hero.

Mark W., our adult hero.

Mark W., our adult hero.

James Smith, our old hero,

James Smith, our old hero,


3. The Approach

From the get-go, our team recognized that our biggest challenge would be establishing trust within our audience. As Finning is often perceived as an aspirational brand, we needed to ensure we were taking a very personal & widely relatable approach to visually representing our concept. With this in mind, we decided that filming this piece from a first-person point-of-view perspective (POV) would be a powerful way to deepen our connection with viewers.

A first-person POV perspective would allow viewers to feel like they were experiencing our story from the shoes of our lead character.

We coupled this approach with a heartfelt storyline that would follow one man’s journey over a lifetime. From humble beginnings shovelling driveways to starting a family and building his own business, we would create a feeling for the hard work and perseverance it took this character to create his own success.

Since we were to follow this ‘hero’ in his journey from boyhood to old age, we worked diligently in casting multiple roles to showcase his family ties, as well as era-appropriate wardrobe to showcase the passing of time.

4. The Results

Finning Canada has relayed that ‘These Hands’ has been their highest performing video to date.

Since launching on social platforms, the video has received very positive engagement & feedback. This was especially encouraging to learn given that their ad budget was maximized to the degree it averaged roughly 1 cent per click. Furthermore, this campaign will include a wider release come Fall 2019.

These are the cumulative online engagement results to date cross-platform since launch:

+ 188,890 impressions

+ 146,000 reach