An 85-year-old Chicago-based concrete company has rolled out a marketing campaign designed to “celebrate and honor” the American construction workforce.

“You Were Born to Build,” launched by Ozinga Brothers, targets the “blue collars” and “underdogs.”

The goal of the campaign is to inspire the workers to keep building and seek the respect and recognition they deserve.

The company’s marketing director told www.constructionequipmentguide.com that the ad has been well-received and the message is spreading.

Message to Builders

“Blue collar, misfit, underdog,” the video says. “They think they got you all figured out.

“But never let anyone tell you who you are.”

“[…]In the end, it’s all about what you leave behind. So let’s keep building.”

Ozinga Bros. Inc. is a fourth-generation, family-owned business that provides concrete, decorative and green concrete products, compressed natural gas, construction materials and logistics services in the Midwest.