Advertising ✸ Art Direction ✸ Graphic Design
SOFTWARES
Adobe Illustrator, Adobe Photoshop
TARGET AUDIENCE
✸ Policymakers
✸ Educators
✸ Parents
✸ Businesses
✸ The next generation of students
BRAND OVERVIEW
Metabo HPT (Hitachi Power Tools) is a Japanese-engineered power tool manufacturer best known for its industry-leading pneumatic framing nailers, versatile miter saws, and hybrid battery technology. Operating under parent company Koki Holdings (backed by KKR), the brand caters heavily to residential contractors, framers, and serious DIYers.
CHALLENGE
According to a national Ipsos survey of 1,016 U.S. adults for Metabo HPT, 97% of Americans want high schools to offer shop class or similar hands-on programs (with 50% calling it extremely important), and 78% would encourage students to pursue a trade. Despite 61% viewing trades as safer from AI disruption than office jobs (16%), majorities point to pressure to attend a four-year college (62%), social stigma (60%), and a lack of high school exposure (58%) as key barriers keeping young people out of the field.
Metabo HPT Presents
Shop Class: Undercover
SOCIAL MEDIA ACTIVATIONS
DIGITAL ASSETS
EXECUTION
The launch of Metabo HPT's "Bring Back Shop Class" foundation directly addresses the growing demand for vocational education and hands-on skill development in schools. By pairing classroom access with clear career pathways, the initiative aims to bridge the skilled labor gap and provide students with viable alternatives to four-year college degrees.
PROJECT TEAM : TEAM ONE
Executive Creative Director:
Jason Stinsmuehlen
Associate Creative Director:
Patrick Dougherty
Copywriter:
Zach Boyd
Junior Art Diector Intern:
Madison Ware
