Lee Valley is putting the focus on makers rather than tools with the launch of its new “Tools for Life” brand platform.
Developed with agency partner Lifelong Crush, the new creative launches with a 60-second hero spot that celebrates human hands as “the tool that holds every other.” The film features macro shots of the textures, sensations and experiences hands encounter while creating, building and learning.
“We believe there is an intrinsic desire in all of us to make. When you shape the world around you, you end up shaping yourself,” says Jason Tasse, president and chief operating officer at Lee Valley.
Image courtesy of Lee Valley Tools
Tasse tells strategy the campaign continues the brand’s effort to position Lee Valley as a source of confidence and remove friction as DIYers look to get projects started. It’s also designed to attract younger makers at a time when fewer young people grow up with hands-on experience in woodworking and other crafts.
“The latest campaign builds on that idea while reflecting where the brand and category are today,” Tasse says. “There are only so many experienced woodworkers, and younger generations have grown up with less emphasis on hand work in school and daily life. So the opportunity for Lee Valley is to nurture its current community of woodworkers and hobbyists while inspiring a new generation of craftspeople.”
The spot is now live on connected TV, digital and social throughout Canada and the U.S. in support of Lee Valley’s e-commerce presence south of the border. NP Digital is the media buyer.
