Category

Award

HEDGE TRIMMERS

Short List
ClientSTIHL
ProductSTHIL HEDGE TRIMMERS
EntrantDDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Type of EntryCorporate or Brand Itendity
CategoryFlyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
TitleHEDGE TRIMMERS
Product/ServiceSTHIL HEDGE TRIMMERS
Entrant Company:DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Design/Advertising Agency:DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Credits
Name Company Position
Toby Talbot DDB Group New Zealand Group Executive Creative Director
Lisa Fedysyzn DDB Group New Zealand Art Director
Jonno McMahon DDB Group New Zealand Copy Writer
Steve Hansen DDB Group New Zealand/ Art Director
Paul Kim DDB Group New Zealand Copy Writer
Scott Wallace DDB Group New Zealand Managing Partner
Jessica De Court DDB Group New Zealand Account Executive
Menza Chestnutt DDB Group New Zealand Agency Producer

Brief Explanation

Our challenge was trying to get the audience to experience how great STIHL hedge trimmers are without trying one out at a showroom. Our objective was to demonstrate the product benefit within a letter, bringing the STIHL promise to life.

Describe the brief from the client:

A new STIHL hedge trimmer was about to hit the market. We wanted something more than just the usual product launch letter to engage the audience in an interesting way.

Description of how you arrived at the final design:

Our print campaign was a starting point with dotted cutting marks across a hedge within our ad. But, with our DM piece, we wanted to go one step further. We literally cut the paper using an envelope as a medium to demonstrate our idea that STIHL products make any job as easy as cutting through paper.

Indication of how successful the outcome was in the market:

The new STIHL hedge trimmers have sold significantly after our letters were sent out and are now outselling the former model. Months later, we’re still getting lots of anecdotal feedback about the “hedge trimmer” envelopes at different STIHL showrooms across New Zealand, making our clients very happy.