FAL security is presented as 'The specialist' through its advertising campaign

The strategy to be implemented is of differentiation, based on the positioning of experience, know do or 'expertise' Security Calzados Fal has spent years showing to the market.

The position adopted is Fal security as 'The specialist'. The specialist, in general, is one who agrees with a particular discipline and her studies to become expert. As Fal, security expert. In the film the term acquired another meaning: the specialist is twice that of the actor that, with a specific preparation, replaced him in order to avoid the risks to which it is not prepared. As Calzados Fal of security products the user avoid the risks of their work.

The campaign it is composed several instances drawing on the definition of the cinema specialist, simulating the Billboard of cinema with the presentation of several films, one of them being the generic, with the term 'specialist, runs the risks for you'. The rest of the creative bring us closer to the films 'Waterworld' to the line of Gore-Tex, 'Protector' to the police line, and 'Backdraft' to the line of fire.

This position will serve as the brand in a dual role: definition of Calzados Fal of security, its raison d ' être, firstly, and secondly the differentiation: calzados Fal of security as mark appropriates a significant and clear concept which can communicate specific values of each product.

This was also represented at the Sicur fair with the spectacle of 'specialists'. 4 daily performances, set with a popcorn machine in the film, showed the public how three cinema specialists did the dubbing of the stunt and did so with Fal safety footwear.