The campaign concept was inspired by several factors: construction being a heavily male orientated sector and AMMANN’s desire to run their new campaign globally across all their existing markets. It became apparent that they needed a universal theme, one that could be recognised around the world. The Lightweight angle served as the perfect starting point.

AMMANN wanted to promote the whole range of their lightweight equipment, to inform viewers that whatever the oppositionthrows at you, they have a product to take that challenge head-on. Siegelwerk developed a visual language for the campaignthat was simple yet bold. Four fighters, with different fighting attributes, promote the equipment and neatly categorise the equipment into four key areas: Agility, Power, Speed and Versatility.

The final round of the project was to deliver a visual system, with the flexibility to be adapted easily by each global market. Siegelwerk created a series of asset templates that could be taken by any AMMANN team and used to make print ready materials quickly and consistently.

Siegelwerk worked closely with a digital partner to build a suite of animations, bringing motion to the visual campaign elements. The final animations, based on each campaign headline, could be adapted to use on all of AMMANN’s digital platforms.