United Rentals

Droga5 *Lead Agency

David Droga, Creative Chairman
Ray Del Savio, Executive Creative Director
Elena Knox, Creative Director
Alyssa Georg, Creative Director
Inna Kofman, Senior Art Director
Diana Perez, Copywriter
Jonny Bauer, Global Chief Strategy Officer
Sarah Garman, Strategy Director
Samantha Deevy, Group Communications Strategist
Patrick Fahey, Communications Strategist Director

United Rentals was the king of its domain: rental equipment for worksites. But growth gets harder when you’re already number one. We reframed United Rentals from a place to rent a backhoe to a worksite-productivity expert through a provocative move: we took on a half-a-trillion-dollar enemy hiding in plain sight—the rampant inefficiency on construction jobsites. This allowed us to shine a light on how United Rentals is helping worksites work better. Our campaign not only shifted awareness, perceptions, and consideration, but also drove an increase in digital customers and revenue.