Why Now?
We want to celebrate our team for their relentless perseverance and commitment to our customers.
We want to erase the stigma related to the construction trades.
We want to invest in our people to create leaders of the future and a thriving workforce.
We want to creatively engage with the community.
The Project
After 7 years in business with exponential growth, DVB is looking for an advertising campaign and tagline that would invigorate its veteran AND civilian employees with a renewed sense of purpose and, in-turn, identify with the public an authentic snapshot of the human spirit that lives within all of us.
The people who work at DVB feel like they are part of something bigger than just a building company. We also have fans/supporters who identify with our company and want to see us succeed because of our veteran background. Americans relate to veterans and they are rooting for them- because they represent the ideals of the American Spirit.
How do we capture that?
The DVB Purpose
We seek to hire veterans and train them in leadership for the civilian world while offering a stepping stone of support to pursue their full potential.
We want to have a meaningful existence and know that our hard work makes a difference.
We want to leave this world a better place than we found it.
DVB is making a statement to the world. This is their promise to its employees, the building industry and the commUNITY to continue to raise the standard of service and commitment to their core values. DVB will be steadfast in uncertain times, grounded in their resolve, and dedicated to the greater good.
TAGLINE CHALLENGE
How can we celebrate and ignite the veteran SPIRIT that defines DVB?
DVB embarked on a mission to create a tagline and ad campaign that was both meaningful and memorable...
As a construction company, we believe in hiring veterans. We value their experience in the armed forces, and reap the benefits of the good principles that are taught. In addition to the exceptional character training, there is also the element of camaraderie. In the military, idealistically, everyone has each other’s back, and rank is earned based on merit- clear goals are set and achieved. We hire veterans at DVB because we are a company founded by vets. Our mission is to lend support and uplift our fellow service members. We also hire civilians at DVB, but we look for the same qualities in everyone we hire, regardless of military service. What parallels can we find from history?
Searching for inspiration, DVB turned to the story of America’s “Greatest Generation” and their remarkable impact on human history. To get through the war, average men and women were asked to perform incredible tasks and sacrifice for the greater good. DVB identified qualities from that generation everyone should strive for; resilience, leadership, work ethic, tenacity, integrity and a service mindset. One key ingredient was a driving force for victory and continues to be the number one guarantor of a successful well-lived life: Grit.
The same Grit of the Greatest Generation flows through the veins of our veterans and accurately describes the ideals of the DVB Spirit.
The construction industry continues to prove itself as one of most challenging industries today. Every day is a battle- a battle for creation. It's the blood, sweat and tears that construct the things Americans see every day. Instead of seeing obstacles as a deterrent, DVB uses it to sharpen their skills and character. Whether military or civilian, employees choose to step up and ban together to accomplish something greater than themselves.
The lessons learned from history and the construction industry are tangible- all people can contribute, roll up their sleeves, work hard and collectively achieve great things.
“Grit Leads To Greatness” speaks to everyone. Regardless of military affiliation, economic status, race, gender or occupation- everyone has the ability to become greater through PRACTICING GRIT.
As DVB unrolls its new ad campaign, the landscape of the community will start to become canvases of art, promoting the can-do spirit of DVB Employees through fence panels, magazine ads and pole banners. As they highlight their greatest asset, their people- they hope the campaign message can strike a chord after the very challenging year the whole world has faced.
This campaign was created in honor of veterans and all the inspirational people throughout history that have made and continue to have the courage to overcome.
A year later, what was once a quest for a tagline has now turned into DVB's new battle cry:
Grit Leads To Greatness
The Design:
Poster Ad Campaign
The new advertising campaign positions DVB as the company with the same can-do attitude as that of America’s greatest generation- those that fought in World War II and also survived the Great Depression. Combining the virtues of the World War II era attitude with the idea that veterans and civilians alike at DVB thrive on task, purpose, objectives and CommUNITy- led us to an advertising campaign that singles out members of our workforce and highlights the attributes that make them poster children of DVB. The World War II generation had little patience with subtlety, or even the suggestion of indecision– so our poster headlines needed to reflect the straightforward honesty of that time. The images reflect heroic imagery of both veteran and civilian employees and how they embody the DVB spirit. The pictures will then be posterized into vintage style quality images and used in various mediums throughout the Delmarva region.
Special thanks to Photographer and friend Tony Weeg for working with our team in the initial studio shot. Give him some love and check out his website here www.beautiful.camera
DVB’s most important asset- its people.
Launch Video
