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 indispensable members of society, construction professionals remain largely invisible and undervalued in culture and status compared to other professions. The category vacuum is emotional as communication is almost exclusively done through technical and transactional language (tools, materials, prices, logistics, etc.) 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 truly represents them.
THE IDEA: Construction workers are, in every meaningful sense, athletes. Disciplined, skilled, physically demanding, and proud of their craft. Every athlete needs a mentor and a coach. Not just a supplier of tools and materials, but a partner that equips, believes, and stands beside them across their entire career. from the first day on site to the last.
THE WORK: A multimedia campaign series that borrows the language of professional sport (player cards, broadcast stats, heat maps, and athletic portraiture) and applies it to construction workers, turning real stories of extraordinary effort into performances that deserve their spotlight.
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.
HIJACKING THE BROADCAST
To push the idea further, we hijacked live football culture at its peak. during La Liga matches, Instead of traditional ads, Obramat appeared as part of the game itself, integrating seamlessly into the viewing experience.
During match analysis and transitions, we introduced “formations” not of football players, but of construction professionals. Using the visual language of lineups and tactical breakdowns, workers were positioned on the pitch as if they were part of the team. turning builders into midfielders, painters into forwards, and site crews into full squads.
By embedding these moments directly into the broadcast aesthetic, the campaign didn’t interrupt the game, it became part of it. Blurring the line between sport and labor, we showed that the same structure, coordination, and performance fans admire on the field happens every day on construction sites. just without the cameras.
credits
strategy | Manuel pimenta & martin hidalgo
art director | martin hidalgo
copywriter | martin hidalgo
