BRIEF

To raise awareness of Kango as a brand and to communicate that Kango products, whether for cutting, drilling or fastening offer unrivalled performance, reliability and toughness.

IDEA

We’ve got a great product with a great positioning line- “Toughen up your tools”.

Everyone knows that drill bits drill holes.

We need to create something for the brand that leaves viewers with one takeout: Kango drill bits are tough as hell. And they’ll in turn make my tool tougher.

We need to own tough.