BCITO highlights the value of a trade career in new ‘Tricky Chat’ campaign via Assignment
The Building Construction Industry Training Organisation (BCITO) appointed Assignment in 2017 to help them encourage more young people into the trades. This campaign called ‘Tricky Chat,’ the second suite of work by the organisation and Assignment seeks to expose the underlying prejudice many parents and influencers hold against a career in the trades when it comes to a job decision for their kids.
Says Philip Andrew, creative head, Assignment: ” If you want your kids to have a healthy work life balance, get paid to study, graduate without a huge debt, be financially better off and be happy in their chosen career then take another look at the trades. Have a look at your nearest marina on a nice Friday afternoon and you’ll see a lot of utes and empty trailers. Come to think about it when did you last see a lawyer whistling on the way to work?”
Says Andrew Robertson, head of marketing at BCITO: “We’re just loving this work and can’t get enough of the TVC. I love how it broaches a serious national issue by presenting key messages in a light-hearted yet somewhat confronting way. Nailed it.”
Director: Ric Cantor
Production Co: Scoundrel.
Client: Andrew Robertson, BCITO
ECD: Philip Andrew
Creative team: James Henderson, Chris Appelros
Business Director: Kevin Stroud
Producer: Marty Grey
2 Comments
I like it.
The whole parody of what’s a traumatic experience for many gay New Zealanders kind of detracts from the humour, don’t you think?