SOCIAL + PROGRAMMATIC + OOH + DIGITAL + TV

THE STRATEGY

Our strategic challenge was balancing attention-grabbing content for social with the need to inspire trust in a serious service category. As part of a larger rebrand of three U.S. Waterproofing subsidiaries, we resolved this by embracing contrast: using a simple, punchy opening scene to highlight the absurd consequences of not using a U.S. Waterproofing brand for structural repairs, then cleanly transitioning to the professional quality and reliability the brand represents. The result: a memorable message anchored by the line, “Repairs done right the first time.”