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.