Powerhouse Tools has been around for decades, but found themselves lagging behind competitors in terms of consideration and trial. Based on market research and our own interviews, hardly anyone in their target audience even remembered their brand or what makes them different from every other lookalike on the market.

When I conducted interviews with representatives of the brand's target audience, it was clear that the tools people use are what give them the power to build not just objects and structures, but the life that they wanted for themselves and their families. From professional welders and construction workers to hobbyists creating their own furniture and even elaborate Star Wars costumes, they relied on their tools of the trade as trusted partners in building a better life.

From the strategic insight, our Creatives came up with the idea of "Sa Powerhouse Tools, KAYEAH", which roughly translates to "It's Possible with Powerhouse Tools".

When taking on a new project, Filipinos tend to ask, "Kaya?" meaning "Can you do it?" And one possible answer to this can also be "Kaya!" which is a simple affirmation that "Yes, I can do it!"

The campaign line plays with this colloquial word and turns it into a rallying cry for the brand.