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
11 Comments
I love this
Beautifully shot and great direction. Very funny.
Only thing is strategically this cements Ryobi as the tool for DIY / all the gear, no idea vs their competitors. Which is fine if that’s where they want to go, but they have a rep for being sh*t tools that professionals wouldn’t touch.
Ryobi isn’t made for professionals – they are made for DIY, sporadic use. Thats why professional tools are three times the price.
Makita, DeWalt, Milwaukee etc are not that much more. And with Bunnings pushing their Ozito crap (probably made by Ryobi) then you have a gap. Regardless, anyone buying a tool wants to at least believe they are getting the pro level tool, regardless of the price. That is common sense. These are great spots, but strategically flawed.
Ryobi does not ‘make Ozito’, has always been ‘cemented’ as a DIY brand, leads the DIY category and was a Long Term Effectiveness finalist at the 2020 Effies. Appreciate the ‘strategically flawed’ feedback though.
more ads like these, more james dive, and more strategically sound responses like the above!
All of these are hilarious. The sounded effects at the end are the cherry on top for me. V nice.
Noice!
These ads are fantastic, I’m over the blokey bloke ads for power tools, and Fenton Stephens has really brought something fresh to the table!
These are great. Made me want to buy one and gave me a giggle in the process.
Great writing, great performances, sweet af production and post. Hats off FS, Ryobi, Scoundrel, PA, ARC, Rumble and 2Divas et al.