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Built by Labor hybrid creative campaign

Showcasing the modern renewal of Detroit

Client Laborers Locals 1191 and 1076

THE CHALLENGE

Two branches of the Labor Union—one in Pontiac, Michigan and one in Detroit, Michigan—wanted a campaign that would represent both of their organizations, and deliver a unified brand message.

THE GOAL

Create a compelling advertising campaign that educates the general public on all of the ways the Labor Union and Labor Union members work hard to improve their local communities on a daily basis.

Campaign results

The Built by Labor campaign met its goals and paved the way for deeper engagement with the Union.

150k

members of our target audience who viewed the campaign

2

consecutive summers that the campaign has been renewed

Our approach

When two branches of the Labor Union approached us to create a shared print ad and video for the Freedom Hill Amphitheatre summer concert series in Sterling Heights, Michigan, we knew that this would be an opportunity to create a dynamic campaign to unify both online and offline marketing in a way that they hadn’t seen before. About 150,000 people attend concerts at Freedom Hill every year, making this a great opportunity to communicate with their local community members.

Up-front, we put extra effort into developing a strong brand identity to unify the core pieces of our advertising campaign: “Built by Labor."

The logo that we developed for the Built by Labor campaign presents the Labor Union as the foundation, the strength, and the passion behind the rebirth of Detroit.
Built by Labor logo design

We placed a 3-minute video at the center of an engaging multimedia story about the Labor Union’s critical role in building Michigan’s structures, roads, and bridges, with a focus on projects in Detroit.

Our print ad featured the iconic Penobscot Building in downtown Detroit. This eye-catching ad was featured in Freedom Hill's summer concert programs, and was conceived to drive traffic to the video.
Built by Labor print ad design

We purchased the URL builtbylabor.org and parked the 3-minute mini-documentary there to make it a memorable online destination. We also created a shorter 30-second video trailer which was displayed on a screen at Freedom Hill. Both the print ad and trailer video included a call to action to drive traffic to the longer 3-minute mini-documentary.

We developed both a trailer and a full-length video. The trailer was published to the "Tribute to the American Worker Wall" at Freedom Hill Amphitheatre, and featured a call to action to view the full mini-documentary at builtbylabor.org.

"Modern Animal created an eye-catching print ad and video campaign for us on a tight timeline. They made the process easy on us."

Bill Bass
Business Manager
Laborers Local 1076

"Working with Modern Animal was a wonderful experience. I absolutely love the final video and I'm proud to be a part of it!"

Shandra Dunn
Star of Built by Labor film
Laborers Local 1191

Let's make magic happen

Contact us today for a free 1/2 hour consultation.

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