About This Project
A BRAND ON A MISSION
INNOVATION ISN’T ENOUGH
JCB are a global powerhouse synonymous with innovation. They are THE brand for industrial machinery, and their latest product, the Pothole Pro, is no exception. A revolutionary machine that prepares potholes for permanent repair in just eight minutes.
However, the UK’s crumbling infrastructure remains a contentious subject. Despite negative public sentiment, local authorities have struggled to get on top of the issue. Simply offering superior technology wasn’t enough. JCB needed to turn frustration into active demand.
Strategically, we needed a bold B2C campaign to channel public response into institutional action. To achieve it, JCB challenged Koala to take the gloves off and put our 25+ years of creative video expertise into overdrive.
IT DOESN’T GET MORE EXCITING THAN THAT!
Iterating from a successful initial creative, they tasked us with creating a direct, hard-hitting campaign to run on broadcast TV, VOD and social media to lay bare the staggering cost of neglect. And subsequently, its solution.
DRIVING ACTION WITH NARRATIVE
We had a very clear framework from the start.
Using ALARM report statistics, the campaign would set a stark scene before revealing the Pothole Pro as the undeniable fix, forcing the public to question: “The solution is here, so why is no action being taken?!”
Next, we needed a compelling, hard-hitting concept. This is JCB we’re talking about, so there’s no space for half-baked measures.
The creative stemmed from a powerful fusion of two distinct styles: a high-energy visual display outlining the problem, and a cinematic, edgy “heist.”
The Pothole Pro was the tool, but we needed heroes. A crew of experts who, when faced with the scope of the problem, take the responsibility to start fixing things themselves. A mission. A rallying message.
The Job was born. A raw, high-stakes story designed to resonate deeply with the audience, framing the problem as urgent and undeniable.
BRINGING THE JOB TO LIFE
Led by our Creative Director, James Rees, the whole Koala team immersed in shaping The Job, narratively and technically.
Built on radical contrast, the cinematic piece delivers a visceral journey, moving from a chaotic national problem to a satisfying, definitive solution.
Casting was paramount, we needed a strong lead with the right mix of charisma, determination and conscience. Equally crucial was managing the technical demands of a night time shoot. Production expertise at its finest.
Audiobook style script reads with full sound design, detailed storyboards and animatics were used to assist JCB stakeholders and crew to visualise and buy into the story.
Numerous experts were engaged, such as technical advisers, machine operators, a top-level film crew, drone pilots, and award-winning Gerry Vasbenter as our DOP.
We even brought in a structural engineer to safely implement and calculate the machine loading in the Victorian warehouse location used to house them.
The scene was set. Action!
EMPOWERING ENGAGEMENT
A cinematic action thriller conveying, with burning intensity, that this isn’t just machinery at work; it’s a rescue operation. Authoritative and empowering, the spot closes with the provocative strapline ‘You’re Next‘ reinforcing JCB’s leading position as the brand with the solution.
Three different cuts will run across varied media: a direct 30s ad for broadcast TV, a 45s social edit, and the boldest, 75s hero film for JCB’s own digital channels.
BEHIND THE SCENES
