AEG had long been considered a ‘middle tier’ trade brand.
Due to their recent advances in 'brushless' technology, if a tradie now picked up an AEG Powertool, they would experience 'unexpected power'.
To embody this message, we found a German man who was born with one arm three times bigger than the other, who had used his own 'unexpected power' to become a world armwrestling champion.
That man, was Matthias Schlitte.
(Yes, he’s a real dude. No it’s not ‘bad CGI’ as one guy on Campaign brief put it. It’s his actual fucking arm.)
FILM
Impact Driver Retail
Angle Grinder Retail
Hammer Drill Retail
Kit Retail
MATTHIAS VS. TRADIES
MEDIA
Client : Techtronic Industries
National Marketing Manager : Michael McLean
Brand Manager : Rochelle Behnane
Creative Agency : Fenton Stephens
Creative Director : Alex Fenton
Creative Team : Aaron Tyler & Jess Wheeler
Agency Producer : Lisa Ramsey
Production Co: Finch Productions
Director: Alyssa McClelland
Producer: Fiona McGregor
DOP : Ari Wegner
Art Director : Fiona Crombie
Editor: Elodie Fouqueau – Method Studios
Sound: Rodney Lowe – Production Alley