Unexpected Power

the brief

In 2014, AEG issued us with a challenge. The brand had largely been forgotten and our aim was to reinvigorate the AEG name. After some research, we found that when tradies actually tried AEG tools, they were surprised by their power. This insight lead directly to our Unexpected Power campaign

the idea

Matthias Schlitte is a German arm-wrestling champion with an unexpected advantage: he was born with one arm twice as large and powerful as the other. This unexpected power made him the perfect spokesperson for AEG. Via an integrated campaign, Matthias and AEG became a hotly shared duo amongst our target market of young tradies.