When constructing high-rise buildings, you need workwear that can take the rigorous punishment of such demanding work. Blue C was selected to bring awareness to the Red Kap brand and create a voice to its Construction Division. To do this, we developed a new brand story, developed creative architecture and built a media plan aimed to create promotion for this important segment. Blue C also produced a nationwide tour that visited job sites to showcase the products and provide a well-deserved lunch to the workers. This was a great way to introduce the products to the real-life users and consumers who can appreciate the top-quality garments.