The Challenge 

The challenge wasn’t awareness. It was perception. BERGER had the projects, the team, and the culture. But they needed to tell that story in a way that spoke to the next generation of problem solvers, builders, and leaders.

Our Approach

We started with a powerful human insight: the best people in this industry want to build something that matters. They want to point to a jobsite and say, “I built that.”

That insight became the heart of the campaign.

Campaign Title: I Built That
Campaign CTA: Build Something You’re Proud Of

Cultivate developed a recruitment campaign that gave the spotlight to six BERGER team members across different roles, demographics, and tenures—showcasing the many ways pride shows up on the job.

We designed the visual concept to connect the dots between the effort and the outcome. Office employees were filmed on muddy jobsites; field workers were placed in polished, finished environments. It was a deliberate swap—symbolizing how every role at BERGER helps shape the world we live in. On one rainy shoot, an office team member stood ankle-deep in puddles, surrounded by equipment, in office attire. And it worked. The message was clear: no matter your title, you built that.

Hero Video

A montage film featuring employees speaking directly to camera, sharing the work they do and the pride they take in doing it right. Each voice layered into a collective story about what it means to be part of BERGER.

The visual approach reinforced the message—blurring the line between office and field, planning and execution. The outcome: one team, one shared sense of purpose.

Short-Form Reels

A series of vertical video profiles highlighting individual team members—name, role, years at BERGER—paired with campaign messaging to show how each person contributes to the bigger picture.

Campaign Messaging

A clear and confident call to action aimed at jobseekers who want more than a role—they want responsibility, respect, and the opportunity to build something lasting.

Design & Tone

Clean, modern visuals balanced with real faces, real roles, and real talk. The campaign leaned into authenticity—not polish—to reflect BERGER’s humble roots and forward-thinking energy.

By placing people in environments they don’t typically occupy—but directly influence—we made the invisible visible. The strategy wasn’t just visual. It was metaphorical: what you do here changes what’s out there.

The Results

“I Built That” gave BERGER something they hadn’t had before: a visible, emotional employer brand.

The Careers landing page on the website has seen a 1,097% increase in traffic (as compared to the same time period the previous year) since campaign launch.

The campaign didn’t just attract candidates—it sparked internal pride, boosted engagement on social, and reinforced BERGER’s reputation as a company where people matter and great work gets done.

With Build Something You’re Proud Of as a rallying cry, BERGER now has a recruitment platform built to last—one that reflects the culture of commitment, trust, and all-in effort that defines their team. And now, more than ever, their people can look at what they’ve built—and see themselves in it.