LiuGong Construction Equipment – Go With Lou

In a region of the world long dominated by U.S. companies like Cat, Deere and Case, it’s not easy for a Chinese construction equipment brand to find a footing in North America. The first issue we sought to solve was their name. We couldn’t change it, but we could make it stand out. So we cleverly co-opted an American name, “Lou,” throughout the campaign that made pronunciation of the brand both fun, simple and memorable. Welcome to “Go With Lou.”


Chief Creative Officer: Mike Fredrick
Creative Director/Copywriter: Jeff Ericksen
Senior Designer: Robert Knuth
Editor: Olivia Gilbert