CASE STUDY

TURNER CONSTRUCTION + IES COMMUNICATIONS

As the need for skilled tradespeople exploded with the Data Center boom -

Meta connected us with their trade partners, Turner Construction and IES Communication.

B + G WAS tasked with developing a campaign that would spark awareness and curiosity among people across a wide range of demographics with the goal of inspiring them to “Join The Trades”.

Person welding with protective gear, sparks flying in the workspace.
Two construction workers wearing safety vests, helmets, and glasses at a construction site with an unfinished building in the background.
Three people, two men and one woman, wearing safety vests and working in an office, looking at documents and a laptop.
A man wearing a white safety helmet and safety glasses is working with a yellow tool or pipe in an industrial setting.

“Try Something New”

THE DETAILS

BONE + GOLD ROLE

Full Scale Production - Concept to Delivery

DELIVERABLES

For this campaign we delivered two sets of stories.
Each set included individual full-length testimonials, short form testimonials, teaser cut downs and a longer-form mashup. 

Construction workers wearing high-visibility vests and helmets working on a building site with heavy machinery and orange safety barriers during sunset.
Two electricians working on an electrical panel, one is sitting with tools, wearing a yellow helmet, and the other is crouching wearing a white helmet, in a room with electrical equipment and safety gear.
A construction worker wearing a hard hat and safety vest is working on a large red steel structure at a construction site, with a clear blue sky in the background.

APPROACH

Rather than a traditional PSA or a scripted commercial, we identified real people whose decision to join the trades changed their life. We leaned into the demographic profiles that have been most successful in the trades and lead our partners through a process to find compelling and relatable stories. 

EXECUTION

With a skeleton crew and a relational approach, we got into the trenches with our subjects, most of whom had never been in front of a camera, to make them feel safe and comfortable sharing their stories. We developed campaigns that respected the work and the workers and demonstrated the potential for growth and success inside of a field that had been struggling to draft workers for decades.

These campaigns inspired scores of new grads -

Military retirees and mid-career professionals to step onto a new path and created the pipeline of skilled tradespeople necessary to build data centers across the country at lightning speed.

Four diverse network technicians wearing hard hats, safety glasses, and high-visibility vests standing in a server room with organized network cables and equipment.
Group of construction workers wearing safety vests and helmets on a construction site
A woman wearing a white safety helmet, glasses, and a yellow safety vest at a construction site.
Construction workers wearing safety gear walking on a construction site with a partially built structure overhead.

“A Change Worth Taking”

A male construction worker wearing a hard hat with various stickers and clear safety glasses at a construction site.
Four workers in safety gear, including helmets and high-visibility vests, standing in an industrial setting with equipment and scaffolding, with shoe covers on their feet.
An African American man wearing safety glasses, a white hard hat, a blue collared shirt, and a high-visibility safety vest in an industrial setting.
A construction worker in a yellow safety vest and white helmet stands on dirt at a construction site, watching a large yellow Caterpillar excavator digging into a pile of dirt under a clear blue sky.

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