Cannes Lions

Replacements

DDB NEW ZEALAND, Auckland / STIHL / 2019

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Overview

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Overview

Background

People are tentative to pay a little more for Stihl products instead of buying a cheaper brand. But unlike every other appliance in your life you only need to buy one Stihl. In fact, in this market, YOU ONLY NEED ONE is their long standing line. The brand wanted to reinvigorate this line and also make their prices seem more reasonable.

So we did what all retailers want. Show the product and the price. But we compared it to other common devices/appliances that people happily spend a fortune on over the course of their life. This made people realise that a Stihl product, even an expensive one, was dirt cheap because you never need to replace it.

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