AEG Powertools launches new ‘Made Of Power’ integrated campaign via Fenton Stephens
Fenton Stephens and AEG Powertools have delivered a follow up to 2014’s ‘Unexpected Power’ campaign. After successfully raising the brand’s profile on worksites across the country, the power of AEG’s tools could no longer be considered as ‘unexpected’.
In 2015, AEG Powertools are ‘Made Of Power’.
Such a bold statement had to be delivered in a bold way, which led to the adoption of some seriously kick ass 3D animation.
To put the spots together, the agency partnered with visual effects experts, Visual Playground.
Says Pat Taylor, creative director, Visual Playground: “What a great opportunity to develop some fun and challenging ideas with the guys at Fenton Stephens, whilst showcasing the many strengths of our team here at VP. Looking forward to collaborating with Aaron & Jess again soon.”
‘Made Of Power’ is an integrated campaign maintaining a presence across TV, radio, digital & social media channels.
SaysAlex Fenton, creative director, Fenton Stephens: “We knew we were onto a good thing with ‘Made of Power’ when it translated so effortlessly across every platform, from TV to digital and radio. One radio ad contends that if you’re a tradie without AEG tools, you’re not made of power- in fact you may have ‘a few Chihuahuas in your tool-box’.”
Says Kon Romios, national marketing manager of Techtronic Industries: “The focus for 2015 is to entrench AEG as the trade tool brand of choice amongst tradesmen across Australia and New Zealand. The ‘Made of Power’ campaign is an integrated execution aimed at giving the brand some strong cut through in a cluttered space.”
Client: Techtronic Industries
National Marketing Manager: Kon Romios
Brand Manager: Rochelle Behnane
Creative Agency: Fenton Stephens
Creative Director: Alex Fenton
Creative Team: Aaron Tyler & Jess Wheeler
Planning Director: Simon Antonis
Group Account Director: Josh Collins
Account Manager: Giulia Tan
Agency Producer: Nick Venn
Sound: Rodney Lowe – Production Alley
Production & Post: Visual Playground
Creative Director – Pat Taylor
Producer – Melissa Benavides
Director – Anthony Warrington
DOP – Barry Malseed
VFX Supervisor – Neil Van Vuuren
Art Director – Shannon Hoyne
Animator – Neil Van Vuuren
Animator – Adam Singer
3D Artist – Johnny Grilo
Photographer – Tom Franks @ Hell Studios
Retoucher – Richard Dion Wilson
16 Comments
Tyler and Wheeler for president…s.
Nice work boys.
O&L
Watch out award shows. There’s a new contender in town.
…you certainly won’t miss this!
Nice work.
https://www.youtube.com/watch?v=3GRSbr0EYYU
how old is their target audence ….. 8?
Not sure about any award show optimism.
Fairly literal, but simple and to the point ways to demo power, but hardly the sort of thing that will trouble the judges.
No real idea or insight, just a fantasy world demonstration that is completely reliant on execution (which is quite nicely done, but we have seen plenty of things like it before).
Not wishing to be a grinch, just telling it like it is.
Like bad student/AWARD school first thoughts that have been afforded the indulgence of expensive execution in search of an “idea”.
Would have thought FS were capable of better.
They’re like a shortcut to not needing to think
Assuming tradies have a mental age of 7 and haven’t graduated past Powerangers, this is perfect.
Fenton Stephens struggle.
Award juries won’t be bothered by this crap.
Really? I beg to differ. This is pastiche taken to a new level. It’s work that should be celebrated, intentionally or not.
OI FUKERS I AM A TRADIE AND THESE ARE G8 ADS. I WONT 1 OF THESE FOR ME TOOLBOX.
HO GIVES A FUCK ABOUT YOUR STUPID AD AWARDS.
This ad is fine for the target audience, but there’s no idea to it.
That said, sometimes we like to wank ourselves on too much about insights and ideas when all we need to do is something relevant to the target market that will appeal to them. This’ll do that. Job done.
@Cynical, clearly you’re an idiot if think this is a pastiche.
Regardless of whether it is any good or not, I don’t think it is a pastiche.
Pastiche
noun
1.
a literary, musical, or artistic piece consisting wholly or chiefly of motifs or techniques borrowed from one or more sources.
2.
an incongruous combination of materials, forms, motifs, etc., taken from different sources; hodgepodge.