Challenge

SATA is the fastest-growing premium-quality mechanics hand tool company in the world for over the last 20 years. They are known for challenging the status quo by delivering world-class quality, industry-leading innovation, and a highly gratifying experience with their brand. They are recognized as leaders in a variety of industries, including automotive, manufacturing, construction, and aerospace, but irrelevant in North America. The SATA team needed a campaign that helps people understand and get excited about their products.

Solution

The mechanic’s hand tool industry is highly competitive in North America and is bombarded with a sea of sameness. We presented the idea that SATA is more than just a tool but a species of tools for a new breed of professionals. Not only did we want to separate the SATA brand from the pack of competitors, but develop a high-energy brand awareness campaign that glorifies SATA as the natural selection, the survivor, the fittest. Any professional in the tool trade industry wants/needs to be associated with this brand because they too would be considered supreme.

Campaign Strategy
Campaign Concept
Art Direction
Online Video
Social
Website Design

Role
Senior Art Director

Crew
Robin Lohkamp, Creative Director
Shad Froman, Edit Supervisor

Agency
Dixon Schwabl

New Business Pitch