The Building Construction Industry Training Organisation (BCITO) and creative shop EightyOne have joined forces to create a humorous yet effective campaign promoting the importance of tradies in New Zealand.
Following last year’s light-hearted advertisement, which focused on Michael informing his family he wanted to work in construction, this year, the campaign shows Michael pursue his construction apprenticeship while battling the pressure of a disapproving father.
EightyOne copywriter Chris Appelros said that although the campaign has prompted an increase in the number of New Zealanders open to a trade career, their work is not complete. Evident through Michael’s dad, Appelros said removing prejudice towards trade work is not on an overnight job.
“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 People’s prejudices don’t change overnight and that is reflected in the outdated attitude of Michael’s Dad.”
Director Ric Cantor was set the challenge to develop the campaigns original characters and re-use them one year on.
“I think the results are wicked. Funny, subtle, and on brief.”
As Michael begins his apprenticeship, he is soon faced with the embarrassment of his dad following his every move and pleading him to change his career choice. After a tiresome attempt to change his son’s mind, Michael’s Dad gives up. He then attempts to saw a piece of wood in half causing him to almost fall over, simultaneously proving that construction can be harder than some may think.
BCITO’s head of marketing Asharie Martelleti said the campaign’s primary focus was to dismiss the negative perception of a construction career in New Zealand and encourage young Kiwis to give construction a go.
“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.”
The campaign is set to play out through TV, outdoor and social channels.