"When we can’t afford big celebrities raising our brands’ awareness, we have to take risks”. This is how ToWorkFor, a Portuguese footwear brand based in Guimarães, chose to announce, creatively, their bet in the apparel sector, resorting to the names of big Hollywood stars in an international campaign.
"ToWokFor”, Built brand by AMF Safety Shoes, operates in a competitive market, together with brands with greater awareness and higher communication budgets, which forces us to ‘make noise with less funding”, recall the responsible for the company. "Everything we do must necessarily call attention. And that’s good, since this daring, the challenger spirit, is part of the brand’s DNA. ToWorkFor has always been bold in everything – from design and product technology to innovation in the development and production - but we needed to communicate and assume the same boldness in an original, humorous, and, above all, humanized way.  To distinguish ourselves from the competition we must act differently, and the fact that no brand uses a language close to workers in factories, warehouses, workshops, construction, industries, among others, reinforced that this would be the path to lead us to differentiation”, they underlined.

In this "admittedly risky” campaign, three well-known names of the international cinema (Smith, Wesley and Tom) are associated with the brand ToWorkFor, but turned into questions. 

"The answer comes through three films hosted on the brand’s digital channels, where one Anne Smith, one Wesley Fowler and one Tom Wilson, adequately protected with the new collection of safety apparel of ToWorkFor, are challenged to do something bold, such as the signature’s brand Boldly Safe”. "These videos are the starting point for a disruptive campaign, fun and sarcastic that it will continue in the tone and language that the brand will use to communicate the product”, revealed the responsible for the company.

The release of the campaign overlaps with the launch of the ToWorkFor’s new website and online store, which is implementing a communication plan more digitally focused, being present in Google, Instagram, Facebook and LinkedIn Ads, but that will also integrate diverse offline actions, such as direct marketing actions for distributors and resellers, participation in the largest trade fairs of the sector, presence in specialized media and, as a result of a partnership with Rangel transportation, a truly bold outdoor action with dozens of truckers circulating across Europe”.