UNION PACIFIC: BUILDING AMERICA
Union Pacific is a brand that has defined Bailey Lauerman and much of my career. As America’s largest railroad, Union Pacific had been dormant for nearly 20 years when we began working together in 2001. The brand position “Building America,” was introduced at a time when the country needed it the most—shortly following 9/11.
Union Pacific is a brand that has defined Bailey Lauerman and much of my career. As America’s largest railroad, Union Pacific had been dormant for nearly 20 years when we began working together in 2001. The brand position “Building America,” was introduced at a time when the country needed it the most—shortly following 9/11.
Throughout the more than 15-year partnership, the company has been named as one of Fortune's Most Admired Companies, a Top 100 Most Beloved brand, and had also achieved record profits, sales and revenue.
As the creative director for the agency’s largest account, I led key initiatives for the company including new customer acquisition, enhancing corporate perception and awareness among everyday Americans, employee communications, corporation giving and major sports event integrations—all while adding more than $20M to agency revenue through this lasting partnership.
After 9/11, we created artwork of The Stars and Stripes and placed it on thousands of locomotives to show Union Pacific's pride in our nation.
"Our Salute" :60
"Answering the Call" :60
Very solemn but proud day to see our work help carry 41 to his final resting place. We designed the Council Bluffs car that carried the casket as well as the second flag locomotive. We also helped interpret Raymond Loewy's beautiful Air Force One design to this historic locomotive.
Theme for the celebration of Union Pacific's commitment and duty to our country.
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"Road to the Future" :30 Original Building America television featuring Sam Elliott.
"Challenges" :30 Original Building America television featuring Sam Elliott.
College recruiting ad