CTF loves a job done well

The Problem

In 2023, the building and construction industry was experiencing workforce and skills shortages, material delays, and price increases.

This unprecedented combination of circumstances is resulting in high demand across all construction sectors, meaning the demand for training was just as high.

This critical time for the industry meant it was more important than ever to raise awareness of CTF and the funding available to employers, workers, apprentices and trainees.

We also wanted the industry to feel heard, understood and acknowledged for their skill and hard work during these tough times. We wanted the wider community to understand the construction industry’s impact on WA, building a positive sentiment towards careers in construction.

The Idea

Highlight the care and expertise of people in the construction industry.

We knew that for tradies to listen to us, we had to prove we knew what we were talking about. And oh boy, did we prove it with the 'We love a job done well’ campaign. The ads feature hyper-specific and accurate terminology from someone who is so into their craft that they completely ignore the other person. To most people, the ads humorously demonstrate the appreciation tradies have for their craft. But for tradies, it’s a direct callout to let them know of the funding that could be available to them.

Produced in-house by Flare, the video executions brought some of WA’s most iconic landmarks to life. The videos helped everyone appreciate the craftsmanship behind Optus Stadium, the Kalbarri Skywalk, as well as some guy’s backyard. A range of creative executions were built across different media to represent a variety of construction sectors and trades. The campaign aims to drive curiosity and instigate action to find out more about the available funding via the CTF website, while re-iterating CTF’s mission of building and training a skilled, safe and sustainable workforce for WA.

Content

If you’ve ever stepped outside, chances are you’ve seen the world through a tradie’s eyes on one of our ads.

We put ads on bus-backs, bus stops and on the phones of people waiting for the bus. We promise we aren’t obsessed with buses, we also put them in other places too.

Audio

We used audio channels to make the various construction sectors sing.

We represented plumbing, wall and ceiling, tiling, bridge construction and maintenance sectors to make sure no sector was left behind.