Busting down industrial marketing category conventions

• 

  Differentiation...it's an art

  One of the first steps we took was to break the business out of the boring ‘product in action’ language of the category that resulted in visual parity across the competitive set.

  Instead we search for a human and sometimes humorous dimension in everything we do.

  See more examples below...
• 

  Impact promotions

  Sometimes we use famous people and get involved with big events....this time it was V8 Supercars.
• 

  Authentic voices

  Sometimes not so famous.

  In this campaign we featured real customers, breaking the mould of the usual boring testimonial by talking about (and illustrating) their presonal hobbies; the idea was to humanise them and avoid the "paid comment" look.
• 

  Revolutionary approaches

  And sometimes, when we need a little shock value (like when we have a new product launch), we go way out there to shake the category right up....