Industry leader in the DIY, DIY and home improvement segment, Bemfixa has had 60% of its women's team for ten years and reached 50% 30 years ago.

The subject came to the attention of many companies in various segments, from the financial market to services, which has been announcing plans to have 50% of its workforce in the future formed by women.

When faced with this reality of many companies in the country, Bemfixa decided to expose impressive numbers in an advertising campaign:

60% of its workforce has been women for ten years and at least 50% for thirty years. This is an issue that has been overcome within the metallurgical industry specializing in DIY (screws, plugs, nails, etc.) that decided to talk about it internally and externally after seeing the behavior of some companies positioning themselves with future equity projects, a subject that actually it should already be outdated.

The concept of the campaign.
The campaign hook, which was created by 11:21 São Paulo, is exactly this: at Bemfixa, this is a subject of the last century. The pieces play with time, with the future and the past, with planning and what was actually done. When you start reading the ads, you think Bemfixa is more of a company that is planning something for the future, but then, in the end, you are caught in the counterpart:

"Bemfixa is preparing to have 60% women on its team when 2009 arrives." This is what the first ad in the campaign says, which will run in print, digital, social media and internal material, such as posters for the two units of the company and flyers accompanying the pay stub.

The language unfolds in other ads such as “Bemfixa has committed to having 50% female employees since 1990.” Either “It is not today that we invest in an action that values ​​women” referring to the financial market that has only now discovered this issue, or “Talking about 60% of the women's team in the future only makes sense if it is in the future of past".

According to Fabio Neves, Managing Director of Bemfixa, “our intention is to show that we value not only the quality of our products, but also that of our human relations”.

According to Gustavo Bastos, CEO and CCO of 11:21, “the secret of the campaign is this game with time, that you think we are talking about something that will happen in the future but that has actually been a reality for decades.”