Changing perceptions about the trades

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WELLINGTON, Monday: The Building & Construction Industry Training Organisation and indie agency/production shop EightyOne EightyOne have launched a campaign that hammering home the perks of being a tradie, aiming to continue changing perceptions about the trades.

BCITO has helped thousands get qualified across more than a dozen different trades. 

EightOne creative Chris Appelros said: “The Phone Call is a continuation of an earlier campaign. Now it’s time to finish Michael’s story.”

“This third instalment begins as Michael’s dad learns his son is now a qualified tradie. The soul-searching that follows not only sums up the different benefits of being a tradie, but that this is now a career many people aspire to. 

“The campaign is running nationally on TV, online and in out-of-home.”

“This is a family conflict I think many of us can relate to. Of course, the dad just wants what’s best for his kid. But it’s taken him three years to realise that the trades were the answer all along.”

BCITO head of marketing Asharie Martelletti said: “We’re excited to release the next chapter of Michael’s journey with EightyOne. Hopefully Michael’s ad will be as proud as we are of him.”

The campaign is running across the country on TV (scroll down for the links), online and in OOH.


Client: BCITO
Head of Marketing: Asharie Martelletti
Agency: EightyOne
ECD: Chris Bleakley
Copywriter: Chris Appelros
Art Director: James Henderson
Editing: Ollie Stent
MD: Matt West
Account Direction: Emma Chote
Producer: Juliet Dreaver
Director: Ryan Heron
Production Company: Flying Fish

View the tvcs here …

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