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WELLINGTON, Today: The Building Construction Industry Training Organisation has launched its latest campaign encouraging New Zealanders to consider a construction trade as a career.

Working with Wellington creative shop EightyOne, the campaign sees the return of “Michael“ and his family after their Tricky Chat last year. While Michael has now started his construction apprenticeship, Dad still believes it all sounds too good to be true. 

BCITO head of marketing Asharie Martelletti said: “It’s a lighthearted ad but with an important role to play in dispelling the negative perception about a career in construction.

“Already we’ve seen an increase in the number of New Zealanders open to a career in the trades. But our job isn’t done.”

“The reality is most tradies enjoy benefits the rest of us would be jealous of; work-life balance, leadership opportunities and great pay just to name a few.”

EightyOne copywriter Chris Appelros said: “Already we’ve seen an increase in the number of New Zealanders who are open to a career in the trades, but our job isn’t done.

“People’s prejudices don’t change overnight and that is reflected in the outdated attitude of Michael’s Dad.”

The campaign also sees the return of production company Scoundrel and director Ric Cantor.

Cantor said: “We were set a challenge to develop the characters from the previous campaign and join them one year on, and I think the results are wicked. Funny, subtle, and on brief.”

Having already launched with a teaser, the campaign will play out through TV, outdoor and social channels.


Client: Asharie Martelletti, BCITO
Director: Ric Cantor
Production Company: Scoundrel
Producer: Juliet Dreaver
Director: Ric Cantor
Creative Agency: EightyOne Wellington
ECD: Chris Bleackley
Copywriter: Chris Appelros
PR: Matt West

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