R R Science has never been a strong suit. Building always has been. This campaign tells the story of Building Better with Science – the practical side of why it’s important to contractors. Their stories are personal, factual and have a bit of attitude. “All I know about science, I learned on the job. When it’s 31⁰, I can use Parex Accel‐Pak – a dry admix to accelerate drying time. My crew stays busy, and the job gets done faster. It’s as simple as that.” Build Better with Science.™ The visual “hammer” is the dramatic and sophisticated look and style of photography. The dramatic lighting and poignant imagery are difficult to ignore. The talent could be any on‐the‐job contractor or job site. The story is always authentic and factual. The “nail” is the slogan, “Build Better with Science.”