In the first work of their partnership, Special has unveiled a new brand platform for RYOBI Australia and New Zealand, aimed at repositioning the brand as a partner that’s with you at every stage in the DIY journey.
Developed for Techtronic Industries, the ‘Come Equipped’ platform marks a strategic shift away from category norms, focusing on the passion of DIY, rather than just on product benefits and features.
At the centre of the campaign is ‘The Gateway’, a hero film that tells the story of a DIY novice who, with the irresistible squeeze of a drill, is transported further and further into his obsession with DIY. Through a series of wide match cuts, he presses the drill over and over to see just how far this passion can take him.
The campaign is designed to extend across RYOBI’s full product ecosystem, taking our character from DIY, to gardening, to camping and cleaning.
“For generations RYOBI has empowered customers across the world to shape the spaces they live in. Today marks the next chapter. With RYOBI by your side, you can Come Equipped for just about anything – in the home, in the yard, or on the go,” said Kon Romios, chief customer officer at Techtronic Industries.
“I know first-hand just how addictive DIY can be. It wasn’t that long ago I just had the one RYOBI drill and battery, but it really is the kind of thing that hooks you in. One minute you’re hanging some art on the wall and next you’re following a 2 hour YouTube video on how to build something from scratch,” added Ryan Fitzgerald, Executive Creative Director at Special Melbourne.
‘Come Equipped’ is rolling out across Australia and New Zealand, spanning film, out-of-home, in-store and digital channels, with media handled by Rapid Media.
Credits:
CLIENT – Techtronic Industries
Chief Customer Officer: Kon Romios
Head of Customer and Strategy: Vera Skocic
Head of Creative Services: Chris Heywood
Senior Marketing Manager: Lee Gooch
Brand Manager: Jack Cramer
Design Lead: Rom Anthonis
CREATIVE – Special
Agency: Special Australia
Partner/CEO: Lindsey Evans
Partners/CCO: Tom Martin and Julian Schreiber
Partner/CSO: Bec Stambanis
Managing Director: Sasha Firth
Executive Creative Director: Ryan Fitzgerald
Creative Directors: Will Winter-Irving and Joe Ranallo
Head of Strategy: Nathan Rogers
Team Lead: Felicity Touzeau
Business Director: Ayesha Kithulegoda
Business Manager: Gigi Chu
Head of Film & Content: Sophie Simmons
Head of Design: Adam Shear
FILM PRODUCTION
Production Company: The Sweetshop
Director: Kate Halpin
Producer: Melissa Weinman Co MD: Edward Pontifex, Greg Fyson
Executive Producer: Kate Roydhouse
D.O.P: Keiran Fowler
Editor: Laurence Van Camp
Post Production/VFX: Arc
Flame/Online: Jesse Meha
Grade: Matt Fezz
Production Design: Mike Price Sound Design: Studiotonic
Sound Engineer: Cam Milne Sound Producer: Laura-Leigh Le Brocque
STILLS PRODUCTION
Production Company: The Pool Collective
Photographer: Sean Izzard Producer: Zoe Izzard
MEDIA – Rapid Media
