The power tool category is characterised by product feature ads, so the aim was to inject some personality into the Ryobi brand through ideas that talk directly to specific tool buying audiences.

The media selection was targeted towards enthusiasts, using placements in a range of titles including surfing and dirt bike publications, as it has been identified that these people – who are into modifying, doing repairs and upgrading – are also keen DIY enthusiasts.

Simon Langley, creative director at BMF said, “rather than producing another generic tool ad in a handyman magazine, we wanted to find a fun way to relate to our audience.”

This is BMF’s first work for Ryobi since being appointed in May 2009.

Creative Credits
Executive Creative Director: Warren Brown
Creative Director: Simon Langley
Art Directors: Dan Walton, Luke Hawkins
Copywriters: Mark Clothier & Damon Porter
Account Management: Patrick Cahill, Natalie Downes & Lindsay Barnes
Planning Director: Simon McCrudden
Art Buyer: Sarah Thompson
Photographer: Toby Burrows
Production Company: The Kitchen Creative
Client: Ryobi (TTI Brands)