ART DIRECTION   |   GRAPHIC DESIGN   .

THE BRIEF

The brief was simple: Create a campaign to elevate the new Milwaukee Dual Battery Outdoor Power Equipment range, promoting a premium look and feel that reflects the ‘pro-user’ price point.

A stylised photoshoot, plus a strong identity was required for a standalone campaign that respected Milwaukee Tool’s strict brand guidelines. Rollout of a large suite of digital and print collateral was needed to service Milwaukee’s own channels and also all retail partners across ANZ, from POS to digital web assets, paid media and social media stories. 

THE SOLUTION

Using a smart use of studio lighting, a ‘luxury car’ inspired photoshoot delivered a minimal, sophisticated and edgy look to the family of products. With the beauty of this simplicity in mind, the look and feel of the campaign called for a departure of the brands usual heavy F&B callouts, letting the imagery speak for itself. The colour palette was kept to a striking solid Milwaukee brand red, black and white theme.

The overall campaign proved to be Milwaukee’s strongest social campaign of the year with a CPLPV of $0.42 and a massive uplift in Landing Page traffic, providing valuable data for stakeholder confidence to greenlight more emotive campaigns moving forward.