Forget the flowers. This year, it’s power
Background
The garden is stereotypically a man’s world. And power tools?
They’re typical gifts for dad. But this year, Ozito pulled a power move. They asked us to help create their first-ever Mother’s Day campaign to promote the Ozito chainsaw and power shears as gifts for mum.
Challenge
Research shows that 43% of women enjoy gardening, but we were up against the status quo.
How do you convince the breakfast-in-bed-making, floral bouquet-buying public to forgo the traditional gifts that have been gifted to mums for generations?
Solution
No one wants to give their mum a boring gift. So we gave them the chance to cut the clichés and do Mother’s Day the way more mums actually want – the Ozito way.
For photography and film, we cast a mum who loves gardening. We then worked with the Ozito team to shoot for socials, OOH and for a bespoke in-store display at Bunnings.
The result was a Mother’s Day campaign that cut the clichés as powerfully as an Ozito chainsaw.
