Brand Tracker

Welcome to the automated Brand Tracker diaries.

Japan

Hitting Back Against AI Accusations – Here’s Komatsu’s Latest Film

Brand: Komatsu

Campaign: Here’s to progress

Source: https://www.resume.se/marknadsforing/kampanj/japanska-bolaget-slapper-ny-animereklam-om-manresor/

Goal: To humanize the brand's heavy machinery and advanced technology in the context of historical innovations.

Media: anime film

Summary: Komatsu has launched its third anime film, 'Here’s to progress', produced in collaboration with Prime and Brikk, focusing on a future project to build on the moon. The film reflects on humanity's historic skepticism towards innovations and ties it to Komatsu's efforts in advanced technology. Despite accusations of being AI-created, the film was handcrafted by the animation studio Brikk.

Ireland

Rubberduck Launches First National Campaign for Topline

Brand: Topline

Campaign: We’re Behind Your Project

Source: https://www.adworld.ie/2026/09/11/rubberduck-launches-first-national-campaign-for-topline/

Goal: Increase awareness of the scale and heritage of Topline while retaining local identity.

Claim: Everything Changes

Media: TV, VOD, YouTube, radio, digital audio, print, display

Summary: Rubberduck has launched Topline's first national campaign, titled 'We’re Behind Your Project', which aims to enhance awareness of the organization’s heritage and scale while emphasizing the local identity of its member merchants. The campaign centers around a film that showcases over fifty years of Irish life and highlights Topline's continuous support for construction and DIY activities. Additional humorous radio ads and print executions featuring miniature construction scenes complement the campaign.

advertising construction Ireland national campaign

Sweden

XL Bygg borrows form and rhetoric from the election campaign

Brand: XL Bygg

Campaign: Election Campaign

Source: https://www.resume.se/marknadsforing/kampanj/byggkedja-gar-till-val-pa-sankta-trosklar-och-hojda-tak/

Goal: To promote the company's values during the election period

Claim: We vote for wood, the natural choice. Now we build Sweden.

Media: Posters in Stockholm, XL-Bygg's own channels, campaign website

Summary: XL Bygg launches its own campaign inspired by political messages, focusing on issues such as stronger regulations, infrastructure, and advocating for wood in schools. The campaign, developed with agency Sweet, uses election rhetoric and visual language, placing posters throughout Stockholm to raise awareness of its values during the electoral period.

advertising campaign construction election

Global

Stanley entrusted the cleaning of marketing nonsense to a tool box

Brand: STANLEY

Campaign: ALL BUILD. NO BULL.

Source: https://www.media-marketing.com/vijesti/stanley-je-posao-ciscenja-marketinskih-besmislica-povjerio-kutiji-za-alat/

Goal: To appeal to independent craftsmen and small companies in the residential construction sector by promoting practicality and reliability in tools.

Claim: If it sounds like nonsense, it probably is.

Media: Digital and social channels, retail media, in-store promotions

Summary: Stanley has launched a new global campaign featuring Stan, a talking tool box that critiques exaggerated marketing claims and overly complicated products. The campaign, titled 'All Build. No Bull.', targets independent craftsmen and small businesses, emphasizing practicality and reliability. It unfolds through a series of humorous advertisements that resonate with professional experiences on construction sites. The campaign aims to position Stanley as a brand for experienced tool users who are skeptical of marketing embellishments.

advertising construction humor marketing

Global

STANLEY’s talking toolbox says it’s time to ditch the bull

Brand: STANLEY

Campaign: ALL BUILD. NO BULL.

Source: https://www.marketing-interactive.com/stanleys-talking-toolbox-says-its-time-to-ditch-the-bull

Goal: Strengthen brand appeal among professionals in the construction sector

Claim: ALL BUILD. NO BULL.

Media: digital, social, retail, in-store

Summary: STANLEY has launched a new global brand platform called 'ALL BUILD. NO BULL.' aimed at professionals in the small business construction sector. This campaign features a talking toolbox named 'Stan' who humorously critiques marketing jargon and emphasizes the importance of dependable tools. The initiative positions STANLEY as a brand prioritizing practicality, reliability, and honest work, while also rolling out an updated product portfolio across various digital and retail channels globally.

brand campaign construction marketing practicality