Strength in character. Strength in skill. Strength in community. These are qualities that trade specialists have built their reputations on for generations. We took this opportunity to celebrate and showcase the fact that tradespeople do more than just turn wrenches. They have specialized skills, certification, and training to do their job well.
We launched the campaign with a focus on portraits of hands. The hands that get the job done. Followed by more intimate stories that shed light on some of the challenges tradespeople have faced. This is a great example of a global campaign that will continue to grow as we capture more hero stories around the world.
