STIHL Australia celebrates the deep bond between gardener and tool in new campaign via HBK

A playful exaggeration reflecting the passion everyday gardeners bring to their gardening, STIHL – Australia’s #1rated garden power tools brand – has just unveiled its latest TVC campaign via HBK, in time for the Spring season.

Showcasing the devotion, care, reward and joy gardeners feel in keeping their gardens healthy, and how the tools they choose are intrinsic to this success, the campaign is centred around the tongue-in-cheek concept of “marrying your tool.”

“At STIHL, we know our tools are loved by gardeners of all capabilities who appreciate quality, durability, and precision engineering,” says Joanne Katsos, Vice President Marketing, STIHL, Asia Pacific. “We wanted to create a campaign that engages people, while also celebrating the very powerful connection and reward passionate gardeners experience when working in nature with their favourite garden power tools. From our expertly designed battery-powered tools to our industry-leading service, STIHL tools deliver committed performance that gardeners can rely on to partner them throughout their gardening journey.”

Created by HBK and produced though Guilty Productions, HBK Creative Director Stuart Penny says: ‘The first expression of our exciting new ‘STIHL. For Life’ brand platform, the objective was to create an entertaining spot that would speak to how meaningful the partnership is between a gardener and the tools they choose to work with – and how rewarding partnering with the right brand is. We wanted to share how, through thick and through thin, reliable STIHL power, performance and durability will be there for you.’

‘The Commitment’ campaign will roll out across TV, digital, and social platforms with integrated brand and tactical messaging.

Agency: HBK
Principal: David Hayes
General Manager: Sheridan Devereux
Creative Director: Stuart Penny
Senior Copywriter: Stuart Laverie
Group Account Director/Agency Producer: Kylie Blatsis
Art Direction: Pip Higgins

Production Company – Guilty
Director – Ed McGill
Producer – Jason Byrne
Production Manager – Jack Davies
DOP – Greg Harrington
Art Director – Amy Gregory
Wardrobe Stylist – Katie Graham
Casting Director – Chameleon Casting

Photography – Chris Kapa

Post Production
Offline Editor – Tim Parrington
Colourist – CJ Dobson (Moodlab)
Online Editor – Jamie Scott
Sound House – Gusto Studios

Client
Client: STIHL Australia
VP Marketing, APAC: Joanne Katsos
Media – Rapid
Senior Account Director/Client Service Team Leader: Jess O’Reilly
Senior Account Manager: Caitlin Grant