The winner is the one who is always two steps ahead of the competition - this sentence does not come from a military textbook, but you will often hear it during business courses. With this principle in mind, we undertook the building of the awareness of HARDY products among future professionals who are still going through their formal training. The most memorable events are those which can be distinguished from others, therefore, we did everything to make sure that this campaign was exceptional in as many ways as possible.

How did we do it? We created the creative concept of a contest: “Paint your old classroom”. The slogan, which refers to young people, and its easy-going style of communication brought the necessary success. We went for a humorous and memorable message to shape positive associations with the brand. The students of vocational schools received the necessary tools offered by kaem, along with the paint for painting their classrooms. Those who were most creative received prizes, but each of the participants remembered an event that was so much different from ordinary school lessons... and well, also the company that promoted it, obviously.