caterpillar wanted to enter iran’s market with it’s new android smartphone which was an anti-shock and real water resistant one. the men who wereinto work with hands or having hand base were consider as the target audience. these handymen are mostly specialists and can fix or make things, so they feel themselves a special character, that’s why the slogan is “you need a special cellphone” by using real photographs of handy jobs in the background and putting the cellphone in the golden point of the image.