The Trade Up is a campaign about real people who didn’t just change jobs - they changed their lives. It shows what trade work can truly offer: more money, more pride, more control.

To achieve Grounded’s dual mandates to show trades jobs as heroes and to celebrate real professionals we worked closely with trades workers, not actors in their places of work and during their leisure time to capture this spot. The focus on vérité footage and spontaneous moments lends the ad it’s unique, authentic feeling.