wurster medien Werbeagentur

Description

For Rath Bau’s 126th anniversary, we developed the campaign “Heroes in Road Construction” with the goal of repositioning the company: moving away from the classic construction contractor image and toward a modern, confident brand with a clear point of view. At its core is a visual world that intentionally breaks with industry clichés. Instead of being shown in a documentary style, employees are staged like contemporary heroes—strong perspectives, precise lighting, and clear poses. The construction site becomes a stage, and everyday life becomes a performance. This visual approach runs consistently through every measure—from the campaign appearance to the website. It makes visible what Rath Bau stands for: pride in their work, appreciation for the team, and a modern understanding of themselves as an employer. The result is a presence that doesn’t just attract attention, but builds identity—internally as well as externally. Outcome: a sharper brand perception and a significantly strengthened employer image, reflected in the team’s growth as well.