We recently starting working with Supply Depot and Rental One.  Supply Depot is a construction supply company that specializes in all things concrete.  Rental One focuses on the rental of construction equipment. 

When it came time to create a new ad campaign for these companies, the goal was to develop a compelling and unique message that spoke directly to contractors or decision-makers. Additionally, the campaign message needed to work for BOTH companies.

How do you make construction and concrete fun and interesting, and speak about two different entities?

Answer: Develop a series that plays on industry nuances that the target can personally relate to.  You appeal to the senses and play up the beauty of the job.  You connect with the target in a way that makes them realize you understand and you “get it.”

-Erin Naterman