When a brand only talks about product, nobody listens.
Better communication, better perceived value.
Mader is a Portuguese tool brand that has been around for decades. When I started working with them, the communication was all product and price. It worked for five decades. It was never memorable in any of them. The tagline was, and still is, Work as a Pro. Over three years, I wrote and planned content looking for another answer. What came out of it isn't a campaign. It's four pillars that let the same brand say more.
By the time your order arrives, someone has already done the hard part.
In a tool brand, nobody thinks about the people who keep it all running. They live between orders, deadlines and customers who will never meet them. But they have faces, names, and they know the brand better than anyone. They deserve two minutes in the feed.
It isn't content. It's support before the problem happens.
Instead of only showing what the product does, we decided to also show what customers can do with it when something goes wrong. After-sales starts before it's needed, and that builds trust with people who buy MADER tools.
Video piece · UsefulnessThe pros show up on match day. The work starts long before.
MADER sponsors the Portuguese national handball team, the Heróis do Mar. The film crosses two worlds: the game, with athletes training, defending and scoring; and behind the scenes, with technicians using MADER tools. The idea is simple: winning takes effort, technique and the right tools. Tools for Success.
Video piece · PositioningThey aren't tools. They're decisions made by people who can't afford to fail.
In a category where everyone talks about price, perception is the one thing nobody can copy. We worked the communication towards what the brand always wanted to be: a choice, not an alternative.
Video piece · Perception