obramat: lEGENDS
the problem: Obramat is a clear leader in the professional home-improvement and construction category in Spain. Professionals choose the brand for price, proximity, and product quality. However, these are functional advantages that competitors can easily replicate. As a result, loyalty in the category is extremely fragile: professionals frequently switch retailers depending on price or location.
thE INSIGHT: Despite being crucial members of society, construction professionals remain largely invisible and undervalued in culture and status compared to other professions. the category communicates almost exclusively through technical and transactional language (tools, materials, prices, logistics ) while leaving the people behind the profession completely absent from the narrative.
THE CHALLENGE: push obramat beyond its functional leadership and position it to become the brand that construction professionals feel represents them.
THE IDEA: The category vacuum is emotional: construction workers are invisible in culture and undervalued in society. no brand has yet claimed the role of advocate or mentor. If construction workers are like athletes (disciplined, skilled, proud of their craft), then Obramat can play the role of the coach: the partner who equips them, believes in them, and supports them throughout their career. It becomes the brand that gives visibility and dignity to the people who LOOKING TO START, THOSE WHO HAVE A LONG CAREER, AND THOSE PUTTING TO BOOTS TO HANG.
ad placement
Instead of asking people to value construction workers differently, we placed them where value is already unquestioned: the world of sport.
By hijacking spaces typically reserved for athletic performance, gyms, football pitches, stadium media, and sports retail, we reframed everyday labor as elite output. In these environments, audiences are already primed to admire strength, endurance, and discipline. The only thing we changed was who was being celebrated.
Construction workers appeared not as workers, but as professionals in peak performance, presented through match-day stats, heatmaps, and performance metrics. The result created a moment of cognitive dissonance: what first felt unexpected quickly revealed itself as obvious.
IDEA EXTENSIONS
WEBSITE COUNTDOWN
To extend the campaign into digital spaces, the Aubi & Ramsa website would remain locked until midnight each night. Visitors arriving earlier would be greeted with a live countdown reinforcing the campaign line "Nothing Good Ever Happens Before Midnight". Once the clock strikes twelve, the site unlocks.revealing the brand experience, product offerings, and late-night indulgence. By turning time itself into a gateway, the digital experience reinforces the idea that Aubi & Ramsa is meant to be discovered after hours.
"Speakeasy"
To extend the idea beyond media, Aubi & Ramsa introduceS speakeasy-style pop-ups that would open only after midnight. Set within discreet, design-forward spaces in cities like New York and Miami, the experience would reframe ice cream as an after-hours ritual rather than a casual treat. By tying access to timing instead of exclusivity, the activation would reinforce the brand truth: nothing good happens before midnight.
credits
creative director | giovanni aprigliano
associate creative director | chantal chalita
art director & photographer | martin hidalgo
copywriter | martin hidalgo
social media strategy | arleigh curry
