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.CreditsClient United RentalsAgency Droga5 NYCreative Chairman David DrogaChief Creative Officer Neil HeymannExecutive Creative Director Ray Del SavioCreative Director Elena KnoxCreative Director Alyssa GeorgAssociate Creative Director Ramona TodocaSenior Art Director Inna KofmanCopywriter Diana PerezJunior Art Director Maria KouninskiJunior Copywriter Jenny YoonChief Design Officer Jason SeversSenior Designer Erin WilsonDesign Director Anna FineSenior UX Designer James GarveyContent Strategy Lead Louise DreierChief Creation Officer Sally-Ann DaleDirector of Film Production Jesse BrihnSenior Producer, Film Saul MetnickMusic Supervisor Mike LadmanCo-Director, Interactive Production Tasha CroninCo-Director, Interactive Content Justin DurazzoExecutive Producer, Interactive Shayan Amir-HosseiniSenior Producer, Interactive Nicole BazzinottiAssociate Producer, Interactive Michelle LevitchSenior Business Affairs Manager Tom VendittelliHead of Print Rob LugoExecutive Producer, Print Alyssa DolmanProducer, Print Rose MahanGraphics Studio Manager Virginia VargasGlobal Chief Strategy Officer Jonny BauerHead of Strategy Harry Román-TorresStrategy Director Sarah GarmanHead of Communications Strategy Dean ChallisGroup Communications Strategist Samantha DeevySenior Communications Strategist Patrick FaheyData Strategy Director Ryan MillerGroup Account Director Frank RenwickAccount Director Sharon ByerAccount Supervisor Conor BennettAccount Manager Kenzie GrubbsAssociate Account Manager Laura GonzalezSenior Project Manager Joe WatanaSenior Business Affairs Manager Tom VendittelliClient United RentalsChief Marketing Officer Chris HummelHead of Brand & Communications Bill Wohl Branding and Creative Services Manager Sarah GuerraProduction Company KnuckleheadDirector Rob LeggattDOP Martin RuheExecutive Producer Cathleen KisichProducer Peter KnowlesService Company SmileExecutive Producer Jonas HendrixProducer Edu OlavideProduction Company Second ChildManaging Director Scott ChinnProducer Chelsea GreenwoodPhotographer Paul McGeiverEditorial Final CutEditor Miky WolfAssistant Editor London Lucy BerryAssistant Editor New York Matt CarterExecutive Producer Sarah RoebuckProducer Lareysa SmithMotion Graphics Artist Phil BrooksProducer Kyra HendricksPost Production Moving Picture CompanyExecutive Producer Matthew LorangerProducer Elissa NormanCoordinator Katerine MiccioCreative Director Alvin CruzVFX Supervisor David Piombino2D Lead Tim CreanColorist James TillettExecutive Producer, Color Ed KoenigMusic WalkerPartner / Creative Director Peter GannonSenior Producer Abbey HendrixSound Heard CityManaging Director Gloria PitagorskyProducer Sasha AwnMixer Jodi LevineMotion Graphics and Titles Significant OthersCreative Director PhilProducer Kyra HendricksInteractive Production Company Active TheoryCreative Director Andy ThelanderInteractive Director Michael AnthonyTechnical Director Mike ChangHead of Production Annie ChenSenior Producer Izabela HeckProducer Eric ShumnyStrategist Edmund BensonBack End Developer Giuseppe JuarezLead Interactive Developer Florian MorelInteractive Developer Alex BerginSenior Visual Artist Rafael DanteUX / UI Designer Hanee Pyon