United Rentals Releases New Brand Campaign

United Rentals Inc., aims to highlight equipment underutilization 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 360 campaign components include TV, immersive content, contextual OOH, and targeted digital.

The campaign drives audiences to an immersive website experience - www.abetterworksite.com - 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 U.S. and Canada and what it will take to complete them.

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

Chris Hummel, CMO, United Rentals, says, “We enlisted Droga5 because we believe creativity is a critical component in connecting with our customers, who live in the real world and respond to a more human approach. We want the campaign to resonate with them by tapping into real industry issues, while also ensuring we’re inserting a differentiated message into the marketplace.” 

To explore more elements of the campaign, visit www.abetterworksite.com.


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