Blackwoods: 500,000 views, and a lift in direct sales to show for it.

Blackwoods supplies the people who keep Australian industry running, and its customers are as practical as buyers get. Tradespeople and site workers don't buy hi-vis because a campaign looked slick. They buy what looks like it will survive their week.

The tension: industrial product marketing usually swings between catalogue shots that say nothing and overproduced ads that real workers scroll straight past. The campaigns had to reach a big audience and stay credible to the most spin-resistant buyer there is.

The insight: for this audience, the environment is the credibility. So we filmed in the real setting, warehouse racking, hi-vis, work actually happening, and built two video campaigns around product in use rather than product on a shelf. Then the campaigns carried it to the buyers at scale.

The two campaigns reached 500,000 views, and, more to the point, delivered a measurable lift in direct sales off the back of them. That's the whole argument of the system in one result: content real enough to earn the attention, campaigns built to make the attention pay.