Safety first. Heavy-duty marketing campaign second.
You think your job is tough? Try holding a torch pumping out a flame as hot as 3,000 degrees, with sparks and molten metal flying all around you. Then you’ll know what a welder experiences every day. Makes your budget proposal seem like child’s play, huh?
With so many occupational hazards, it only makes sense for a welder to have top-notch safety gear. And that’s where ESAB’s new line of Weld Warrior personal protection equipment comes in. From helmets to gloves to eye protection, Weld Warrior products use industry-leading technology to keep welders as safe and comfortable as possible.
To help launch the new line, ESAB charged us with designing a Weld Warrior logo, as well as creating an integrated marketing campaign. Our research revealed that welders are very loyal to their brand of equipment. So we wanted to focus not on the product, but the person underneath the helmet. Featuring close-up photos of welders with the yellow Weld Warrior logo painted on their faces, the campaign invites welders to take their safety to the next level, to show off their ESAB pride, and, of course, to unleash their inner warrior.
Elements of the campaign include print ads, a website, a catalog, a brochure, and branded merchandise. And sure, it was a lot of work, but nothing compared to making a bridge out of 10,000 tons of steel. We’ll stick with the advertising, thank you very much.
Tagged with ESAB, Weld Warrior