Steel Blue launches new brand campaign ‘A Mark of True Skill’ via Wunderman Thompson, Perth
Australian safety footwear manufacturer, Steel Blue, has unveiled a bold new creative campaign via Wunderman Thompson Perth, that celebrates the tradespeople wearing the brand and the premium positioning of its products.
Using the tagline, a mark of true skill, the campaign intertwines the exceptional craftsmanship that goes into every pair of Steel Blue boots with the skill and expertise of those that wear them.
The TV commercial opens on a male and female tradesperson walking out into a public space looking determined and ready to build something. Viewers see them working and showcasing multiple crafts with both skill and laser focus. A crowd builds, admiring and marveling at their work. The anticipation from the audience to see what they are making grows. As they finish, viewers hear the voice over declare, ‘True skill, it’s easy to see, if you know where to look’. The camera pans in, but instead of viewers being shown the mysterious structure, a pair of Steel Blue boots is shown. The creases, marks and crevasses on their boots tells viewers the story.
Filmed in Western Australia, the TVC features a variety of trades and rolled out nationally on Sunday March 6, 2022 on Australian Survivor on Network TEN and SAS Australia on Network Seven as well as existing commitments with Fox Sports, Optus EPL and ESPN NBA.
Says Jocelyn Da Silva, chief marketing officer, Steel Blue: “The launch of our new brand campaign comes after a lengthy strategic and creative review process, partnering with Wunderman Thompson. It began from a desire to stand out further from our competitors and differentiate ourselves in an increasingly crowded market. We also wanted a creative platform that would grow with us in the future.
“We’ve built our business on the difference great footwear makes and a belief that workers are worth the effort. Throughout this process, it became evident that the brand and those wearing our boots can have an aspirational role to play. Wearing Steel Blue boots can be a sign that you have made it.”
In addition to the TVC, the new brand rollout will include an updated logo and design guide, short videos of skilled tradespeople in action to be used for digital, social assets, in-store POS, website, content, and direct marketing.
Agency: Wunderman Thompson Perth
Engagement Lead: Kelsey Fraser
Creative Lead: Matt Wilson
Creative Lead: Luke Williams
Head of Strategy: Barry Walker
Agency Producer: Anita Swami
Production Company: Rhythm Films
Producer: Kelvin Munro
Director: Adam Rule
Production Coordinator: Joe Wilkie
Production Designer: Clayton Jauncey
DOP: Lewis Potts
Editor: Adam Rule
Colour: Caitlan O’Connor
Music: Andrew Wright at Forest Studio
Post Sound: Justin Braine
VFX: Tim Harris
5 Comments
What did they make?
about boots
Gee, the product is worn in construction and building industries. Who’d have thought! The only positive thing you can say is that film production values have improved over the mundane previous work, which at least had reasons to purchase. Totally generic and therefore a waste of money.
So if you want to see true skill, don’t waste your time looking at what our wearers have built, check out how awesome our boots are.
Gasp…..
Give me more of those singing quokkas I just love them. There just so cute awwww