Designed for Generations

STIHL



The challenge

Thanks to the unique time lapse technology the film captures 4 decades in less than 30 seconds. For the implementation, we had to precisely calculate each millimeter of the spot. We had a great director Attila Gigor, who has extensive experience in local movie making (“A nyomozó”, “Terápia”).

The film had to be authentic, so we paid attention to every single detail. We wanted to make a story that shows the special connection within a family that pan through the decades.

 


The idea

If the father is a hardworking guy with excellent craftwork skills, will his son also be a talented handyman? It depends on genetics. There are certain things that are genetically heritable and other things that are transferable.

All STIHL products are produced to serve for decades, planned to be passed on from father to son. This is the essence of STHIL’s image film concept.

 

HENKEL_2016_start_Promo_web


The solution

The story starts at the end of the 70s. At that time STIHL chainsaws were already widespread in Hungary. The TV spot leads us through the disco era to our days, while capturing a family’s private moments in 30 sec. The commercial was filmed in a garage, as a symbol of the householder’s private place to be on his own. The interior of the garage continuously changes over time, only one thing remains: the STIHL chainsaw. In case of STIHL, brand values are formed by its social media advocates that helped to determine the main message of the TV spot. (Currently, there are more than 40,000 Hungarian followers, many posting photos, personal stories on a regular basis.) In the everyday language of the elder generation, the brand name STIHL often used as a synonym for chainsaw.

Together with Levente Szentesi the marketing director of STIHL, we set the communication goals based on the above mentioned brand values. Aside from increasing brand awareness, we aimed to target the Y generation as well.
 
MARKETING DIRECTOR: Szentesi Levente ADVERTISING AGENCY: Clair&Curtis CREATIVE DIRECTOR: Szabó Sándor ART DIRECTOR: Fábián Gergő ART DIRECTOR: Szabó Ferenc ACCOUNT MANAGER: Murinkó Szilvia PRODUCTION COMPANY: KMH Film PRODUCER: Pusztai Ferenc PRODUCER: Gigor Attila CAMERAMAN: Herbai Máté SCENIC DESIGNER: Bagyarik Erik PRODUCTION MANAGER: Nagy Zoltán AFTERWORK: Front VFX MUSIC: Balázs Ádám WERKFILM: Koblicska Örs

 

 


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