Battery-powered tool brand Makita is spotlighting its gardening range with a new campaign that aims to challenge the monopoly of fuel-powered appliances.
Developed by creative agency Dentsu, ‘Feel the Energy’ is centred around a 60-second spot that sees Andy Cato, of British electronic music duo Groove Armada, who is also a regenerative farmer.
Directed by Joffrey Jans through YouAreHere, the clip features a musical medley created by the Japanese brand’s range of battery-powered gardening tools, concluding with a DJ set by Cato.
“We are incredibly proud of this campaign and the bold statement it makes. ‘Feel the energy’ encapsulates the power and innovation of the XGT range, while reinforcing our commitment to sustainability,” said Kazuhisa Makino, Makita Europe CEO.
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“By moving away from petrol-powered tools, we are leading the charge towards a cleaner, more efficient future for professional landscapers. With Dentsu B2B and with the support of our committed Makita teams, we have created a campaign that not only inspires but proves that battery power is the future of our industry.”
The work will be pushed to 25 markets globally, including the UK, via connected TV, social media, audio, out-of-home, press, digital display and influencer marketing.
Dentsu Creative ECD, Jason Fletcher said: “Our campaign enables the audience to ‘Feel the energy,’ utilising the sounds created by the tools to power the Superstylin track.”
“Working alongside Andy Cato – a regenerative farmer – we showcase not just the power of the tools, but the positive energy of the next generation of professional landscapers,” he added.
