A campaign for 3M’s Abrasive System Division to promote their range of Scotch-Brite deburring products.
A burr, for those who may not be familiar, is a sharp/rough edge commonly created during the metal fabrication process. Deburring is the precise process of removal, without any modification to the shape or geometry.
Our target audience was the metal workers themselves – they use the product, so ultimately make the decision on which to buy.
‘Precision, without cutting corners’ aligns the product with the metalworkers’ dedication to their craft, the pride in the attention to detail. It also tells us, similarly, that 3M don’t cut corners when developing the product – they produce industry leading solutions so you can do your best work. Also, most simply – ‘we don’t cut, we deburr’.
The film is an expansion of this idea, focusing on the workers, conveying a respect for the essence of their craft, combined with warmth and humour.