Ryobi has launched a new ANZ brand platform, ‘Come Equipped’, marking the first major work from its partnership with Special.
Developed for Techtronic Industries, the platform signals a strategic shift away from product-led messaging, instead focusing on the passion and addictive nature of DIY.
From tools to obsession
At the centre of the campaign is hero film ‘The Gateway’, which follows a DIY novice drawn deeper into the world of making through the simple act of using a drill.
Through a series of wide match cuts, the film shows how small projects evolve into full-scale DIY obsession, positioning Ryobi as a partner across every stage of the journey.
Chief Customer Officer Kon Romios at Techtronic Industries said the platform marks a new chapter for the brand.
“For generations Ryobi has empowered customers… today marks the next chapter. With Ryobi by your side, you can come equipped for just about anything,” he said.
Expanding across the ecosystem
The campaign extends across Ryobi’s full product ecosystem, taking the character from DIY into gardening, camping and cleaning categories.
Executive Creative Director Ryan Fitzgerald at Special Melbourne said the work reflects a relatable behavioural truth.
“One minute you’re hanging art on the wall and next you’re following a two-hour YouTube video… it really is the kind of thing that hooks you in,” he said.
Full integrated rollout
‘Come Equipped’ is rolling out across Australia and New Zealand via film, out-of-home, in-store and digital channels, with media handled by Rapid Media.
Production was led by The Sweetshop, directed by Kate Halpin.
Campaign credits
Client – Techtronic Industries
Chief Customer Officer: Kon Romios
Head of Customer and Strategy: Vera Skocic
Head of Creative Services: Chris Heywood
Senior Marketing Manager: Lee Gooch
Brand Manager: Jack Cramer
Design Lead: Rom Anthonis
Creative – Special Australia
Partner/CEO: Lindsey Evans
Partners/CCO: Tom Martin and Julian Schreiber
Partner/CSO: Bec Stambanis
Managing Director: Sasha Firth
Executive Creative Director: Ryan Fitzgerald
Creative Directors: Will Winter-Irving and Joe Ranallo
Head of Strategy: Nathan Rogers
Team Lead: Felicity Touzeau
Business Director: Ayesha Kithulegoda
Business Manager: Gigi Chu
Head of Film & Content: Sophie Simmons
Head of Design: Adam Shear
Film production – The Sweetshop
Director: Kate Halpin
Producer: Melissa Weinman
Co-MDs: Edward Pontifex and Greg Fyson
Executive Producer: Kate Roydhouse
DOP: Keiran Fowler
Editor: Laurence Van Camp
Post/VFX: Arc
Online/Flame: Jesse Meha
Grade: Matt Fezz
Production Design: Mike Price
Sound: Studiotonic
Sound Engineer: Cam Milne
Sound Producer: Laura-Leigh Le Brocque
Stills production – The Pool Collective
Photographer: Sean Izzard
Producer: Zoe Izzard
Media
Rapid Media
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