Challenge & Strategy:
Waratah’s audience isn’t easily impressed — they’re tough, seasoned operators who live and work in unforgiving environments. The challenge was to create an ad campaign that spoke their language without the usual marketing polish or fluff. Through time spent on the ground with loggers, one line stood out: “You can’t kill ‘em.” That became our north star — a raw, authentic truth about the machines and the men who use them. We built the campaign around this grit, using bold, no-nonsense headlines and powerful, close-up photography that reflected the strength, endurance, and reliability of Waratah equipment.
