Stihl Design & Branding WARRIORS by Scholz & Friends Berlin

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Industry Household maintenance & pet products, Tools, Do-It-Yourself Products
Media Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Michael Winterhagen
Art Director Philipp Weber
Copywriter Felix John
Released January 2011

Credits & Description

Category: Posters
Advertiser: STIHL
Product/Service: CHAINSAW MS 361
Date of First Appearance: Jan 21 2011
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Michael Winterhagen (Scholz & Friends)
Art Director: Philipp Weber (Scholz & Friends)
Copywriter: Felix John (Scholz & Friends)
Account Manager: Benjamin Baader (Scholz & Friends)
Account Manager: Sven Weiche (Scholz & Friends)
Account Manager: Albert Petzold (Scholz & Friends)
Post Production: (recom POST)
Illustration: (recom CGI)
Media placement: Print - FRIZZ Magazines - 27.01.2011
Media placement: Billboard - Billboards In Germany - 21.01.2011
Media placement: PoS-Poster - at STIHL-Traders - 21.01.2011

Describe the brief from the client
Chainsaws from Stihl are the most professional tools for forest workers with a wide product range for every application. Create a print and outdoor campaign for the target group of forest workers as well as decision makers and buyers in forestry companies.

Describe the challenges and key objectives

The aim is to create a striking campaign that shows Stihl chainsaws as a strong tool. The campaign should create a strong likeability for the brand and also show the product range of Stihl chainsaws.

Describe how you arrived at the final design

We wanted to come up with a striking visual that appeals to the warrior inside of every forest worker. Therefore the campaign shows the chainsaw as a very powerful weapon: with a blade made up of an army of attacking warriors. The character of the warriors (Vikings, Samurai and Saracens) reflects the special quality of the different saws (strong, precise and dynamic). With such powerful weapons you are ready to defeat the forest.

Give some indication of how successful the outcome was in the market

From numerous positive comments to the client we can tell that the campaign reached its goal of creating a strong likeability for the brand. Also the client was asked to send out hundreds of Campaign posters to forestry companies and forestry retailers.