BCITO hammers home the perks of being a tradie in latest campaign via EightyOne


BCITO has launched the third instalment of its campaign featuring Michael. BCITO has helped thousands get qualified across more than a dozen different trades. Now it’s time to finish Michael’s story as BCITO and EightyOne launch ‘The Phone Call’ across the country on TV, online and in OOH.


This campaign begins as Michael’s dad learns his son is now a qualified tradie. The soul-searching that follows not only sums up the different benefits of being a tradie, but that this is now a career many people aspire to.

Says Chris Appelros, copywriter, EightyOne: “This is a family conflict I think many of us can relate to. Of course, the dad just wants what’s best for his kid. But it’s taken him three years to realise that the trades were the answer all along.”

Says Asharie Martelletti, head of marketing, BCITO: “We’re excited to release the next chapter of Michael’s journey with EightyOne. Hopefully Micheal’s Dad will be as proud as we are of him.”

Client: BCITO
Heading of Marketing: Asharie Martelletti
Agency: EightyOne
ECD: Chris Bleakley
Copywriter: Chris Appelros
Art Director: James Henderson
Editing: Ollie Stent
MD: Matt West
Account Direction: Emma Chote
Producer: Juliet Dreaver
Director: Ryan Heron
Production Company: Flying Fish

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