UNION PACIFIC: BUILDING AMERICA
Union Pacific has been one of the defining brands of both Bailey Lauerman and my career. When we first started working with them in 2001, America’s largest railroad had been pretty quiet for almost two decades. That changed with the introduction of “Building America”—a brand position launched right after 9/11, at a time when the country needed it most.
Over the next 15+ years, our partnership helped Union Pacific earn recognition as one of Fortune’s Most Admired Companies, a Top 100 Most Beloved Brand, and achieve record sales, revenue, and profits.
As creative director on the agency’s biggest account, I drove initiatives that spanned customer acquisition, corporate reputation, employee engagement, corporate giving, and even integrations with major sporting events. That work not only elevated the brand, it also added more than $20M in revenue for the agency.
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