DEWALT® Lights Up Vegas with Drone Sphere and ‘Built for the Unbreakable’ Campaign
As the largest and only annual international event dedicated to the heavy hitters of concrete and masonry, the World of Concrete kicked off in grand style, with DEWALT—a Stanley Black & Decker brand and a leader in total jobsite solutions—stealing the spotlight once again. This year, DEWALT illuminated the Las Vegas skyline in a spectacular fashion, showcasing their innovative technologies and celebrating the hardworking construction crews who shape our world.
A stunning activation on the exterior of Sphere, an iconic next-generation entertainment venue in Las Vegas, marked the centerpiece of DEWALT’s campaign. Known as the Exosphere, this 580,000-square-foot, fully programmable LED display has captured global attention since the venue’s opening in 2023. Leveraging the Sphere’s Exosphere as its canvas, DEWALT unveiled an immersive, drone-powered display that paid tribute to the 12 million construction workers in America while highlighting their latest innovation: the DEWALT POWERSHIFT™ system. This visually captivating activation also served as the launchpad for their new campaign, “Built for the Unbreakable.”
A Tribute to Construction Workers and Technological Excellence
The DEWALT Lights display on the Exosphere, which featured dynamic, drone-activated visualizations of towering cranes, jobsite scenes, and workers breaking through concrete, was viewable from vantage points throughout the city. The activation kicked off on January 20 and will run through January 26, captivating millions in Las Vegas and across social media platforms. This multi-sensory experience not only celebrated the tireless dedication of construction crews but also showcased DEWALT’s innovative spirit.
Bill Beck, Tools & Outdoor General Manager and Chief Growth Officer at Stanley Black & Decker, emphasized the Lights significance of this initiative. “Since its unveiling at the 2024 World of Concrete Trade Show, the DEWALT POWERSHIFT™ System has become one of the most anticipated and recognized innovations in the industry. Through creative Lights consumer engagement initiatives like our Sphere campaign, we’re showcasing our commitment to driving the future of construction forward with tools and technologies designed to empower leaders on every jobsite,” Beck said.
A Campaign That Honors Unsung Heroes
The theme, “Built for the Unbreakable,” highlights the grit, resilience, and dedication of construction workers who play a pivotal role in shaping our cities and infrastructure. DEWALT’s Vice President of Global Creative and Digital Marketing, Pat Petschel, reflected on the campaign’s purpose. “Last year’s DEWALT POWERSHIFT™ display was one of the most successful and impactful brand activations we’ve had, blending technology, innovation, and storytelling in a way that captivated millions,” Petschel shared. “As we light up the Las Vegas skyline again, we honor the concrete construction workers who are the unsung heroes of our cities and infrastructure. Their unbreakable spirit and dedication inspire us to continue pushing the boundaries of what’s possible in our industry.”
The campaign’s second night Lights featured drones flying over the city, presenting a multi-dimensional view of a jobsite in action. These drones illuminated the night sky, creating an intricate display of how construction workers tackle the monumental task of building our world. The spectacle underscored DEWALT’s vision of merging advanced technology with the human element of construction work.
The DEWALT POWERSHIFT™ System: Revolutionizing Concrete Jobsites
At the heart of the Lights campaign is the DEWALT POWERSHIFT™ system, a groundbreaking innovation that has redefined the standard for electrification on concrete jobsites. Named one of TIME’s Best Inventions and Popular Science’s greatest innovations of 2024, the POWERSHIFT™ system addresses industry-wide challenges such as emissions compliance, efficiency, and ease of use.
The DEWALT POWERSHIFT™ cordless equipment system is designed to help construction companies meet government mandates regarding gas-powered equipment. It can produce up to 60% fewer CO2e emissions during use compared to traditional gas-powered tools, aligning with global sustainability goals. The system’s advanced technology offers the performance and power needed to handle demanding construction tasks while reducing the environmental impact.
The POWERSHIFT™ lineup, now available in North America, includes essential tools for Lights concrete jobsites: a vibrator, backpack vibrator, concrete power screed, rammer, plate compactor, core drill and stand, a 554WH battery, and a 550W charger. This comprehensive system not only delivers unmatched performance but also aligns with DEWALT’s Lights commitment to innovation and sustainability.
Engaging the World of Concrete Audience
The World of Concrete trade show, an annual event that draws thousands of professionals from the concrete and masonry industries, provided the perfect platform for DEWALT to showcase its latest advancements. Attendees were treated to live demonstrations of the POWERSHIFT™ system, highlighting its capabilities and benefits. The hands-on experience allowed industry professionals to witness firsthand how DEWALT’s tools can transform jobsites by improving efficiency, safety, and environmental performance.
The Sphere activation, coupled with DEWALT’s Lights presence at the World of Concrete, reinforced the brand’s leadership position in the construction industry. By combining cutting-edge technology with powerful storytelling, DEWALT Lights created a memorable experience that resonated with both industry insiders and the general public.
Looking Ahead: Innovation and Dedication
DEWALT’s Lights commitment to innovation extends beyond product development. The “Built for the Unbreakable” campaign exemplifies how the brand celebrates the people who use their tools every day. By highlighting the contributions of construction workers and showcasing state-of-the-art technologies, DEWALT Lights continues to inspire and empower the industry.
As the campaign runs its course in Las Vegas, the brand’s message is clear: DEWALT is dedicated to advancing construction through innovation, sustainability, and a deep respect for the individuals who build our world. The success of the Sphere activation and the positive reception of the POWERSHIFT™ system mark another milestone in DEWALT’s mission to lead the way in jobsite solutions.
DEWALT’s innovative Sphere activation and “Built for the Unbreakable” campaign have set a new benchmark for brand engagement and industry leadership. By combining cutting-edge technology, sustainability, and a heartfelt tribute to construction workers, DEWALT has not only captivated audiences but also reinforced its position as a pioneer in jobsite solutions. As the World of Concrete continues to serve as a platform for innovation and collaboration, DEWALT’s efforts exemplify the future of construction: a blend of human resilience and technological advancement, working together to build a stronger, more sustainable world.
