Calling all Scaffs - Scaffolders Day 2025

Scaffolding is far more than brute strength. It’s a craft requiring bravery, problem-solving, mathematical precision, and the ability to endure tough conditions. These hidden skills inspired our campaign: Legendary Super Scaffs.

The campaign reimagined scaffolders as superheroes, personifying their unique specialisms as superpowers. Central to this was a tongue-in-cheek hero video and social cutdowns, showcasing animated superhero characters (who were real life scaffolders) designed to celebrate their extraordinary skills.

We amplified the campaign through customer communications and giveaways, encouraging engagement and participation. Scaffolders embraced the spirit of the campaign, generating user-generated content by creating their own superhero videos – a fantastic reflection of the campaign’s impact.

The Super Scaffs campaign helped generate Leach’s most profitable month on the website – ever. But it wasn’t just a commercial success. Despite there being zero media spend behind the assets, Leach’s saw a 280% uplift in engagement across all social channels, and received the most UGC ever for a campaign, demonstrating how the idea resonated with the intended audience, building more emotional connections for the long term.