JCB Heroes

JCB briefed us to create a digital marketing campaign to grow their brand’s social engagement and widen their audience.

To grow JCB Workwear as a brand we needed to devise a social strategy to match their vision. We came up with JCB Heroes, a social campaign to search for the unsung heroes – tradespeople by day but volunteer in their spare time for worthwhile causes such as RNLI, Fire Brigades & Mountain Rescue.

Social Campaign. Video. Photography. Content Marketing.

The campaign was promoted across social channels, a full PR and marketing campaign was also implemented: contacting voluntary organisations, generated press coverage and appointing Volunteering Matters and NCVO as part of the judging panel.

People nominated themselves or someone they knew to be a JCB Hero, where they would receive a clothing sponsorship from JCB and an award. Entries were whittled down to a ‘Super 7’ with the JCB audience voting for their hero.

In the end, Steve, a joiner who volunteers for Woodhead Mountain Rescue was chosen – we spent a day with him on one of his rescue training exercises in the snowy hills of Sheffield and a day on a construction site with him to produce a short film celebrating the first JCB Hero.


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Video views

James and the team at Cunning Plan exceeded all expectations with incredible creativity, photography direction and flawless management of the project from start to finish. They are a pleasure to work with and we look forward to continuing working with them for many years to come

Joanne Dyson, Marketing Manager | JCB Workwear