AEG Powertools faced two major hurdles in launching their range of outdoor power equipment. The first being brand awareness, as new entrants to an established market segment. The second being the perception of the product itself. Their tools were battery powered.
Professional tradesmen almost exclusively use petrol power, and are hesitant to even try a battery powered tool. So, how did we convert a bunch of rusted on petrol heads into battery believers?
A fake fuel tank, that's how.
Due to the brand's recent advances in 'brushless' technology, AEG Powertools now possessed 'unexpected power'.
To embody this message, we found a German man who was born with one arm three times bigger than the other, who had used his own 'unexpected power' to become a world armwrestling champion.
That man, was Matthias Schlitte.
William Hill wanted to leverage their partnership with the Australian Open to deepen their association with ‘Faster betting’.
From deep in the outback, we sent a tennis ball flying at warp speed across the country to the Australian Open. And to make it bigger than Ben Hur, we partnered with The Sweet Shop to pair internationally acclaimed director, John S. Park, with a team of the best VFX, animation and post-production experts in the land. And a fellow named Kanye West for music.
For their world-first product, that allows punters to double their bet in the middle of a race, we were asked to make ‘the most exciting betting ad ever’.
So that’s what we did. We took a punter sitting on a couch in a crappy old tote and sent him flying around a race track at 50km/h. On the couch. (And yes, to achieve this we really did rig a couch and take it around a race track at full speed. With horses.)
After an unbeaten run spanning four appearances, my Creative Director handed me the Gruen baton. No pressure.
The impossible brief? Ban the vote for over 60’s. My opponent? Ben Nott, from World Wide Mind. (And a founding partner of Droga 5, mind you.)
Our spot won on the night, and was heavily shared across social media.
Despite being the second biggest killer in the world, most young people are unaware of the signs of stroke.
While their chances of suffering one are low, they are highly likely to be the one to assist a victim.
To highlight this problem, we held a ‘casting call’ with one of Melbourne’s top modelling agencies.
The photographer would call out poses such as 'Tiger’, ‘Fish’, ‘Robot’, ‘James Bond’, and even ‘Ganster Rapper’, which the young models all nailed without hesitation.
Until we got to ‘stroke’.
We then educated them on the signs, based on the internationally recognised ‘Think F.A.S.T.' model.
William Hill's In-Play Betting gives punters the unprecedented power of betting live on sport and racing with the tap of a button. Effectively giving you the power to 'interrupt' a live race to place a bet.
We were told to 'go big or go home' in our expression of the product.
So, we stopped a horse race. For real. Using stunt horses and stunt jockeys directed by the stunt co-ordinator from Fury Road.
William Hill is the future of betting. Their main competitor is old world. We were challenged to let the punting world know, and to be ‘disruptive’ while we’re at it.
So, we sent up one of their mundane ads and had a punter, played by Axle Whitehead, interrupt it with something better.