My father-in-law worked in construction all of his life. He’s one of the smartest guys I know and an amazing problem solver. Most people who create and build things are. So why is there a stigma against those who work in the trades? I started this campaign by writing an anthem… What if the worlds of white collar and blue collar were reversed? Would those skilled in the trades then be treated the same as those in medicine or law? Why don’t people with the unique skills to build the places we live and work in get the same respect as those who’ll inhabit them after they’re built? Well, maybe no one ever thought to ask. The print just flowed from there. In a category that typically only talks product attributes, this was quite the coup.

Creative Director/Copywriter: Jeff Ericksen
Art Director: Shawn Holpfer
Photographer: Brian Malloy