Bechtel
Engineering Icons: A global brand in motion
Sectors
Sustainability & Infrastructure
The challenge
This project took a bold and unconventional approach by bringing together a global engineering institution and a major record label — Columbia Records — to create an employer brand campaign unlike any other. It was the first time a public institution had collaborated with a record company in this way, making it a risk-taking and disruptive move.
Our solution
We supported ICE and Bechtel across both creative production and music rights, ensuring alignment with Columbia Records and handling the partnership sensitively to protect all brands. Our concept brought civil engineers from London’s most iconic infrastructure projects into a music video set to Pharrell Williams’ Happy, creating something bold, fresh, and culturally resonant.
Watch the film
In partnership with Bechtel, we showcased London’s world class infrastructure and the teams behind them including Crossrail, Queen Elizabeth Olympic Park, the Thames Barrier, the London Underground and Kings Cross Station.
Launching this exciting new EVP
A shareable social series and a longer launch film helped build engagement across ICE’s audiences. The campaign to this day is the opening film of choice for most major live events in the infrastructure sector.
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