Building Futures Campaign

United Rentals wanted to make its customers the hero of a brand awareness campaign. Marketing materials focused on the people who actually build the future, with United Rentals playing a crucial, supportive role in providing equipment and tools behind the scenes.

This theme carried through everything from print and broadcast to social media and even a microsite for people intrigued by what they saw in other media.


"Building Futures" is an homage to the men and women who build the future and their get-it-done spirit. The TV spot highlights how proud United Rentals is to provide the equipment and tools these professionals need to shape the future. From start to finish the prep, production and post took almost a year of planning.


People directed to the "Building Futures" microsite can view the campaign's commercials as well as videos in which they look behind the scenes of the video production, meet United Rentals employees, see how the company honors military veterans, discover United Rentals' vision of the future, learn more about possible careers with the company, and even download backgrounds for their desktop or mobile devices.

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Print Ads

Photography highlighted workers and job site professionals who rely on United Rentals for the equipment and tools they need to get their work done on time and within budget. These ads continue to run in trade publications targeting the various industries served by North America's largest equipment rental company.

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