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United Rentals: A Better Worksite is Here by Droga5

Agency: Droga5
Date: Jul 2019
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What happens when you leave a huge piece of construction equipment sitting idle? Well, sometimes it turns into a cow’s back scratcher. It’s this kind of equipment underutilization that United Rentals, the world’s largest equipment-rental company, seeks to highlight in its new B2B campaign created in partnership with Droga5.

The campaign, titled 'A Better Worksite is Here,' shines a light on improving worksite efficiency across construction, industrial and infrastructure projects throughout North America. The full campaign components include TV, immersive content, contextual OOH and targeted digital.

To help people see inefficiencies in the real world, the United Rentals campaign is launching with hyper-contextual OOH and geo-targeted digital creative surrounding significant infrastructure projects across the US and Canada. The campaign drives audiences to an immersive website experience that explores how new ways of applying intelligent equipment, data and expertise can tackle worksite inefficiency. It also features summaries about more than 50 of the largest, real-world infrastructure projects in the US and Canada and what it will take to complete them.

The first film of the integrated campaign, 'Idle,' showcases a beautiful montage of what happens to equipment when it sits idle. The film, directed by Rob Leggatt from Knucklehead, highlights opportunities for customers to improve worksites, reflecting the everyday beauty often overlooked on worksites.

Credits

Client United Rentals

Agency Droga5 NY

Creative Chairman David Droga

Chief Creative Officer Neil Heymann

Executive Creative Director Ray Del Savio

Creative Director Elena Knox

Creative Director Alyssa Georg

Associate Creative Director Ramona Todoca

Senior Art Director Inna Kofman

Copywriter Diana Perez

Junior Art Director Maria Kouninski

Junior Copywriter Jenny Yoon

Chief Design Officer Jason Severs

Senior Designer Erin Wilson

Design Director Anna Fine

Senior UX Designer James Garvey

Content Strategy Lead Louise Dreier

Chief Creation Officer Sally-Ann Dale

Director of Film Production Jesse Brihn

Senior Producer, Film Saul Metnick

Music Supervisor Mike Ladman

Co-Director, Interactive Production Tasha Cronin

Co-Director, Interactive Content Justin Durazzo

Executive Producer, Interactive Shayan Amir-Hosseini

Senior Producer, Interactive Nicole Bazzinotti

Associate Producer, Interactive Michelle Levitch

Senior Business Affairs Manager Tom Vendittelli

Head of Print Rob Lugo

Executive Producer, Print Alyssa Dolman

Producer, Print Rose Mahan

Graphics Studio Manager Virginia Vargas

Global Chief Strategy Officer Jonny Bauer

Head of Strategy Harry Román-Torres

Strategy Director Sarah Garman

Head of Communications Strategy Dean Challis

Group Communications Strategist Samantha Deevy

Senior Communications Strategist Patrick Fahey

Data Strategy Director Ryan Miller

Group Account Director Frank Renwick

Account Director Sharon Byer

Account Supervisor Conor Bennett

Account Manager Kenzie Grubbs

Associate Account Manager Laura Gonzalez

Senior Project Manager Joe Watana

Senior Business Affairs Manager Tom Vendittelli

Client United Rentals

Chief Marketing Officer Chris Hummel

Head of Brand & Communications Bill Wohl Branding and Creative Services Manager Sarah Guerra

Production Company Knucklehead

Director Rob Leggatt

DOP Martin Ruhe

Executive Producer Cathleen Kisich

Producer Peter Knowles

Service Company Smile

Executive Producer Jonas Hendrix

Producer Edu Olavide

Production Company Second Child

Managing Director Scott Chinn

Producer Chelsea Greenwood

Photographer Paul McGeiver

Editorial Final Cut

Editor Miky Wolf

Assistant Editor London Lucy Berry

Assistant Editor New York Matt Carter

Executive Producer Sarah Roebuck

Producer Lareysa Smith

Motion Graphics Artist Phil Brooks

Producer Kyra Hendricks

Post Production Moving Picture Company

Executive Producer Matthew Loranger

Producer Elissa Norman

Coordinator Katerine Miccio

Creative Director Alvin Cruz

VFX Supervisor David Piombino

2D Lead Tim Crean

Colorist James Tillett

Executive Producer, Color Ed Koenig

Music Walker

Partner / Creative Director Peter Gannon

Senior Producer Abbey Hendrix

Sound Heard City

Managing Director Gloria Pitagorsky

Producer Sasha Awn

Mixer Jodi Levine

Motion Graphics and Titles Significant Others

Creative Director Phil

Producer Kyra Hendricks

Interactive Production Company Active Theory

Creative Director Andy Thelander

Interactive Director Michael Anthony

Technical Director Mike Chang

Head of Production Annie Chen

Senior Producer Izabela Heck

Producer Eric Shumny

Strategist Edmund Benson

Back End Developer Giuseppe Juarez

Lead Interactive Developer Florian Morel

Interactive Developer Alex Bergin

Senior Visual Artist Rafael Dante

UX / UI Designer Hanee Pyon

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