We had to be authentically Western Australian in everything we did, so our campaign language was as relaxed and informal as our lifestyle. We removed the official and technical mumbo jumbo in place for Aussie lingo and slang where appropriate, but always with respect as these extremely skilled workers take pride in their work. We were always friendly and welcoming, and talked to our audience like a mate.
Our Build a Life in WA campaign had to be aspirational with strong visual appeal to help achieve cut-through. We have a unique lifestyle in WA and needed to show it off, but we were never boastful or arrogant. We didn’t want our messaging to be over-embellished, instead we wanted to be direct and succinct, as our state has so much to offer. Our colloquial and fun campaign demonstrated how WA tradies inventively transitioning to their leisure activities once they’ve knocked off from a day of work.
We created a suite of videos which included five unique trades (Construction worker, Electrician, Mechanic, Manufacturing worker and Truck Driver) where we showed each transitioning to their leisure activities in a variety of entertaining ways.
These short-form 15” videos were used on social and online channels, with a longer 30” version featuring several trades shown on Cinema and Online Video. In audio channels we created a series of ads that turned repetitive construction and manufacturing sounds into leisure activities.