BMF's new campaign for AEG Powertools is based on hitting tradesmen where it hurts – their tools. Being serious about tools of trade forms the basis of the new print and outdoor campaign.

In addition are two documentaries featuring Australian dirt bike champion Geoff Ballard and surfing legend Simon Anderson. Shot by Chris Tovo the films create a the metaphoric link of professionals who don't cut corners.

Creative director of BMF in Melbourne David Klein said that despite their sporting achievements the documentary subjects had an innate drive to be the best at their trades.

"By focusing on this we were able to draw parallels back to the brand and create truly engaging content," he said.




http://www.youtube.com/watch?v=2aM7qhSv9so