United Rentals: A Better Worksite is Here by Droga5
- Location:
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
