LISBON, PORTUGAL — In order to draw attention to the launch of its new workwear collection, the brand challenged the agency Stream and Tough Guy to create a communication campaign for Europe.
“TOWORKFOR operates in a very competitive market, together with well-known brands with much bigger communication budgets (Timberland, Cat, Carhart, among others). This means we have to make “more noise”, with less investment. Whatever we did had to, forcibly, attract attention. And that’s just as well, because that boldness, that challenger’s courage, is very much present in the brand’s DNA. Without risk, there would be no reason for TOWORKFOR to exist,” said Miguel Durão – Creative Partner at Stream and Tough Guy.
Thus, the “Risky Advertising for Safety Workwear” campaign was born.
An admittedly risky campaign, which manages to associate three well-known international names with the TOWORKFOR brand. How? Turning them into questions: “WILL SMITH?”; “WESLEY SNIPES?” and “CAN TOM CRUISE?” are the three enigmatic questions present in an outdoor, print, and digital campaign – the names contained in the questions and the brand name are clearly visible for easy association.
The communication pieces also invite us to know the answers to the questions through three films hosted on the brand’s digital channels, where an Anne Smith, a Wesley Fowler, and a Tom Wilson, rigorously protected with the new TOWORKFOR safety workwear collection, are challenged to do something risky.
“TOWORKFOR has always been a bold brand in everything we do – from product design and technology, to innovation in its development and production – but we needed to assume that in our communication,” shared Orlando Andrade, Marketing Director at Toworkfor.
The campaign will be present in outdoor, print, and digital.
CREDITS
Client: ToWorkFor
Planner: Nicolas Grassi
Producer: Krypton Films
Director: Pedro Pinto
Project manager: Inês Abreu Lima
Marketing Director: Orlando Andrade
Agency: Stream and Tough Guy
Creative Director: Miguel Durão
Art Director: Pedro B. Maia
Strategy Director: João Ribeiro
