Maxmat has just launched a new advertising campaign that combines original music, emotional storytelling, and an unexpected approach to the world of DIY. Under the slogan “In life, as in DIY… everything can be fixed,” the Portuguese brand reinforces its position as a practical and optimistic partner for Portuguese people in transforming their homes – and their lives. After all, never before has the world needed fixing as much as it does today…

Created by LOLA NORMAJEAN and produced by Nebula Studios, the campaign focuses on a musical score created from scratch, translating into song the resilient and creative spirit that defines both DIY and the daily lives of those who practice it.

“More than selling tools, we sell solutions. And this song is, ultimately, about that: showing that with creativity, time, and a good toolbox, any problem can be solved,” says a source at Maxmat. The focus on musical storytelling sets the campaign apart in an industry where communication tends to be more rational and product-oriented. Here, the focus is on emotional identification and brand reinforcement as a facilitator of domestic life.

“We want people to see themselves in the film – in the holes, the mistakes, the trial and error – and realize that they are not alone. Because in life, as in DIY… everything can be fixed.”

The campaign was launched on TV, digital, and social media.