Metabo HPT X Shop Class Foundation
"Bring Back Shop Class"
Embedded Files
Agency: Team One
My Role: Strategy
Qualitative research analysis
Participant interview coding
Thematic narrative analysis
Editorial synthesis
Insight reel / video montage curation & editing for client presentation
PROBLEM
Shop class has largely disappeared from American public schools. That loss coincides with:
A skills gap in trades.
A stigma around vocational paths and negative perceptions of blue collar jobs.
A cultural shift where four-year college became the default “success” narrative.
INSIGHT
America doesn’t just have a labor shortage, it has a dignity shortage around skilled trades. What people actually crave is Pride, Respect and Capability... which is exactly what trade work offers.
Additionally, we're nostalgic for "real" hands-on experiences in a world drowning in screens and social media addiction.
SOLUTION
A multi-faceted, long-game campaign that literally brings shop classes to the next generation:
Bring awareness to the issues and mobilize public support with data and statistics.
Reinstate ideas of trades as respectable and lucrative.
Align and connect with real workforce pipelines (ie. trade schools, non-profits, development groups).
Donate tools, equipment, and resources.
Reframe the brand messaging from the generic “We make powerful tools” to “We stand for skilled building and support the people who build.”
Key Results and Highlights
300% Expansion in Training Reach: Through support for the Shop Class Foundation, the campaign helped expand the reach of hands-on, real-world construction training for students by 300% in the 2025-2026 school year.
"Shop Class: Undercover" Viral Campaign: Metabo HPT released a "Shop Class: Undercover" video series featuring real Shop Class Foundation graduates, which demonstrated the high-level skill, confidence, and craftsmanship these students gain, surprising homeowners with their expertise.
National Survey Data Support: A survey conducted by Ipsos on behalf of Metabo HPT found that 97% of respondents believe it is important to bring back shop class or similar programs in high schools.
Support for the Trades as Future-Proof: The initiative highlighted that 61% of Americans believe skilled trades (electricians, plumbers, carpenters) are more secure from AI and automation disruption than white-collar jobs.
Direct Support for Future Tradespeople: Metabo HPT partnered with the Shop Class Foundation to sponsor a full-time, student-led tiny home build, providing materials, professional-grade tools, and mentorship for students.
Industry Advocacy: The campaign is actively pushing to remove the stigma surrounding trade careers, with 78% of survey respondents agreeing they would encourage high schoolers to pursue a career in the skilled trades.
Brand Positioning: The campaign positioned Metabo HPT as a major advocate for the next generation of builders by providing them with the necessary tools, education, and career paths, with a focus on solving the current 500,000+ high-paying, vacant jobs in the industry.
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