EightyOne is a renowned brand that aims to address the critical shortage of tradespeople in New Zealand. As the country's largest provider of trade apprenticeships, they strive to convince more young individuals to enter this industry. To achieve this, EightyOne developed a tailored data solution called the Hammer & Nail index in collaboration with DOT, a data analysis company.

This index allowed them to focus on school leavers who were open to apprenticeships but historically leaned towards choosing universities. Through extensive research, they discovered that the main challenge lied in changing the perception of parents who believed that university education was the superior option for their children. In a captivating three-year campaign, EightyOne targeted the parents of school leavers to challenge their prejudice against trade careers.

Using humor across various platforms like TV, outdoor, and social media, they reflected outdated parental views while showcasing the benefits of a tradesperson's career. This impactful campaign not only assisted numerous young New Zealanders in finding fulfilling careers but also transformed the perception of the entire industry. Now, more people than ever recognize the trades as a favorable and clever career move