A Powerful Choice

The job can’t be done right without the right crew — and the right equipment. To motivate construction managers to ask for JLG’s heavy-duty scissor lifts and boom lifts, we positioned them as part of the team. Everyone knows how important it is to have the right guy for the right job, so we made the case that the right tool is almost as critical. We ditched the product beauty shots for bold, arresting imagery and real workers, helping the campaign stand out so our audience could make the right choice.