Campaign details
Brand: DieHard BatteriesAgency: The Marketing ArmCountry: United States
Why is this work relevant for Creative Strategy?
This campaign took a classic car battery and turned it into a Hollywood action hero. While the work could have simply used a Bruce Willis cameo in a "DieHard Commercial," the chosen path instead immersed the car battery into the canon of IP beloved by the target audience and made it a lynchpin in the hero's journey.
The strategy behind finding the deeper connections between our two iconic "heroes" and the meticulous rollout of the campaign paid...