Ryobi uncorks DIY pride in latest RYOBI ONE+ brand campaign via Fenton Stephens


In the new RYOBI ONE+ brand campaign, Fenton Stephens and Scoundrel director James Dive capture ‘uncorkable pride’ through the stories of four DIY-ers and their projects.


Nothing beats the feeling of making something yourself. It could be your first effort or your 100th DIY project, but the feeling you get is the same every time.

It’s pride. Satisfaction. Empowerment. Even surprise. It’s being a little bit chuffed with yourself and creating something you can’t wait to show off.

That’s the feeling Fenton Stephens and the team at Scoundrel have captured in Ryobi’s latest ‘Made By ONE+ You’ campaign.

The campaign consists of four TVCs that each tells the story of a maker and their project.

From an upcycled bookcase, an epic treehouse, a modified car and a seriously good-looking hedge, the characters all find themselves momentarily unable to control a well-deserved burst of pride.

Says Julia Paton, brand manager at Ryobi: “Our new campaign is all about encouraging people to give DIY a crack by showing them that any project made by ONE+You—big or small—is a huge achievement. And nothing makes us happier than celebrating the creations of our makers, tinkerers and green-thumbs. We share their pride and love helping people shape the space they live in.”

Says Alex Fenton, chief creative officer of Fenton Stephens: “This campaign taps into the pride we saw demonstrated on social in the MyRyobi Community group where real Ryobi owners share posts of their latest creations.”

With an original track composed by Rumble Studios, flawless editing from ARC, and sound by the guns at Production Alley, we made four ads and 63 edits. So look, we’re just going to come out and say it. We’re pretty chuffed.

Client: Ryobi Powertools
GM – Marketing & Strategic Initiatives : Kon Romios
Head of Brand: Tania Donohue
Brand Manager: Julia Paton

Agency: Fenton Stephens
Chief Creative Officer: Alex Fenton
Chief Executive Officer: Simon Antonis
Creative Director: Jess Wheeler
Senior Planner: Clint Mellsop
Copywriter: Isabel Evans
Art Director: Chris Haydon, Tom Kearney
Agency Producer: Lisa Ramsay
Group Account Director: Lucy Ranger
Account Manager: Rowie Johns

Production Company: Scoundrel
Director: James Dive
Producers: Niko Aulich, Ben Scandrett-Smith
Executive Producer: Adrian Shapiro
DOP: Ari Wegner
Art Director: Rennie Watson

Casting: 2 Divas
Edit & VFX: ARC Edit
Editor: Jo Scott
Colourist: Ferg Rotherham
Online Artist: Kent Smith
Music: Rumble Studios

Sound: Production Alley
Sound Engineer: Rodney Lowe
Sound Producer: Les Molnar