BCITO encourages Kiwis to take up a construction trade as a career in new campaign via EightyOne

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The Building Construction Industry Training Organisation (BCITO) has launched its latest campaign via Wellington creative shop EightyOne, encouraging New Zealanders to consider a construction trade as a career.


The campaign sees the return of Michael and his family after their ‘Tricky Chat’ last year. While Michael has now started his construction apprenticeship, Dad still believes it all sounds too good to be true.

Says Asharie Martelletti, head of marketing at BCITO: “It’s a light-hearted ad but with an important role to play in dispelling the negative perception about a career in construction. 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.”

Says Chris Appelros, copywriter at EightyOne: “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 People’s prejudices don’t change overnight and that is reflected in the outdated attitude of Michael’s Dad.”

The campaign also sees the return of production company Scoundrel and director Ric Cantor.

Says Cantor: “We were set a challenge to develop the characters from the previous campaign and join them one year on, and I think the results are wicked. Funny, subtle, and on brief.”

Having already launched with a teaser, the campaign will play out through TV, outdoor and social channels.

Creative Agency: EightyOne
ECD: Chris Bleackley
Production Company: Scoundrel
Director: Ric Cantor
Producer: Juliet Dreaver
Client: Asharie Martelletti, BCITO