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News | March 2022

Steel Blue unveils new brand campaign

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A mark of true skill

Australia’s leading safety footwear manufacturer, Steel Blue, has unveiled a bold new creative campaign that celebrates the tradespeople wearing the brand and the premium positioning of its products. Using the tagline, a mark of true skill, the campaign intertwines the exceptional craftsmanship that goes into every pair of Steel Blue boots with the skill and expertise of those that wear them.

The TV commercial opens on a male and female tradesperson walking out into a public space looking determined and ready to build something. We see them working and showcasing multiple crafts with both skill and laser focus. A crowd builds, admiring and marveling at their work. The anticipation from the audience to see what they are making grows. As they finish, we hear the voice over declare, ‘True skill, it’s easy to see, if you know where to look’. The camera pans in, but instead of us being shown the mysterious structure, we see a pair of Steel Blue boots. The creases, marks and crevasses on their boots tells us the story.

Filmed in Western Australia, the TVC features a variety of trades and will roll out nationally from Sunday March 6, 2022.

Steel Blue Chief Marketing Officer, Jocelyn Da Silva, commented “The launch of our new brand campaign comes after a lengthy strategic and creative review process, partnering with Wunderman Thompson. It began from a desire to stand out further from our competitors and differentiate ourselves in an increasingly crowded market. We also wanted a creative platform that would grow with us in the future.”

“We’ve built our business on the difference great footwear makes and a belief that workers are worth the effort. Throughout this process, it became evident that the brand and those wearing our boots can have an aspirational role to play. Wearing Steel Blue boots can be a sign that you have made it”.

In addition to the TVC, the new brand rollout will include an updated logo and design guide, short videos of skilled tradespeople in action to be used for digital, social assets, in-store POS, website, content, and direct marketing.

See the article in The Australian Business Review or watch the new Television commercial below.

Southern Cross Ladies sand and Argyle wheat steel blue
Hobart - Black
3-14 (6.5-12.5 half sizes)
Argyle® Zip: Scuff Cap - Sand
3-14 (6.5-12.5 half sizes)
Argyle® Zip: Scuff Cap
Parkes Zip: Scuff Cap - Slate
4-14 (6.5-12.5 half sizes)
Parkes Zip: Scuff Cap
New Arrival
Southern Cross® Zip Ladies: Scuff Cap - Black
4-11 (5.5-10.5 half sizes)
Southern Cross® Zip Ladies:

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