Making a Screw a Hot Item
Agency: Generation Y
Behind every strong structure, there is always a strong connection
We don’t create works of art but we support them with precision
Strong structures begin with real connections.
It won’t quench your thirst but it holds everything together.
We serve solid solutions every day.
When technical precision becomes art.
With the right component, you always go higher.
Since 1970, we’ve brought confidence to the most challenging projects
Description
How do you make one of the most invisible industrial products stand out in a digital-first world?
For DAMIGOS (NFK Damigos Bros SA), we turned a screw into a story and a technical detail into a brand asset.
THE CASE
DAMIGOS is a Greek company founded in 1970, deeply connected to the country’s industrial, construction, and technical evolution. Its core product? Screws.
THE CHALLENGE
How do you build a distinctive social media presence for a product that most people never notice, until it fails? Rather than treating screws as commodities, we set out to redefine how they are perceived.
THE INSIGHT
In construction and industry, everyone talks about the big structure.
Almost no one talks about the small point that holds it together.
A screw is not just a component. It’s the connection.
The moment where everything either holds or falls apart.
THE IDEA
If the smallest detail is the one that determines stability, then it deserves the spotlight. Instead of hiding the screw, we elevated it. Instead of focusing on product specs, we built meaning.
OUR CREATIVE STRATEGY WAS SIMPLE:
Make the screw the hero.
THE EXECUTION
Through a bold content and design-led social media approach:
- We made the screw the central visual element of the brand’s feed
- Used it symbolically — as connection, precision, and reliability
- Created minimal, cinematic visuals that gave the product presence and weight
- Turned technical details into narrative-driven content
- Blended brand heritage, product truth, and contemporary design
The result was a feed that looked more like editorial storytelling than industrial catalog content.
THE MESSAGE
Value isn’t always found in size.
It’s found in the detail that holds everything together.
DAMIGOS: Where Everything Connects.
THE RESULT
Without changing the product, only the way we talk about it:
- We transformed a low-interest industrial object into high-engagement social content
- Built a clear and distinctive brand voice in a traditionally overlooked category
- Positioned DAMIGOS as a brand with purpose, not just products
- Proved that even the smallest component can make the strongest brand statement
This professional campaign titled 'Making a Screw a Hot Item' was published in Greece in February, 2026. It was created by ad agency: Generation Y. This Digital medium campaign is related to the Industrial industry and contains 11 media assets. It was submitted 14 days ago.
Credits
CREDITS
Agency: Generation Y - International eBusiness Hub, Greece
Client: DAMIGOS (NFK Damigos Bros SA)
Strategy: Eva Bouzi
Creative Direction: Emmanouela Kokologianni
Art Direction: Vasilis Konstantinidis
SoMe: Irini Kakariari
PM: Giota Rousopoulou, Marina Diakrousi
Media: Maria Denaxa, Iro Vlami
