THE ASK
Makita is an international powerhouse in the power tools space—but they haven’t penetrated US markets enough to compete with DeWalt and Milwaukee. Our ask? Make Makita stand out as a challenger brand, synonymous with quality, craftsmanship, and precision.
THE INSIGHT
Pros want to be perceived as meticulous, precise, and reliable. Their tools say something about who they are, and what they value—both to potential clients, and to other pros. Makita is a brand that moves under the radar—it doesn’t boast, it builds. And their tools are known for painstaking attention to features, reliability, and precision.
THE CAMPAIGN - “GOOD ENOUGH IS NEVER ENOUGH”
We’ve all heard someone say a job is “good enough.” But you won’t hear that from a Makita pro. They never settle, always push for more, and do every job right. We used that insight to craft this :30 as a runway to our upcoming 2025 brand launch, making Makita the brand for meticulous pros who won’t take “good enough” for an answer.
Agency: Trade School | ACD Copywriter: Nathan Burns | SVP, Experience Design: Dan Brown | ECD: Shea Johnson | Producers: Pooja Pasari & Josh Coleman | Director: Anton Jøsef | Editor: Ryan Harrington | SFX, VFX, Color: Company 3