Best Short Video (2 minutes or less)

“Ferris – Work Hard Feel Good Manifesto Video”

By Katie Sands, executive vice president at Swanson Russell

Please briefly describe your winning project. Ferris is a commercial mower brand that was struggling to stand out in a crowded marketplace. After engaging in some brand persona research, we arrived at a brand platform that positioned Ferris as the landscaper’s caregiver, anchored by the tagline “Work Hard. Feel Good.”

What were your main objectives in developing this project? We wanted to build a brand that would excite internal audiences and get noticed by commercial landscapers. Landscape equipment marketing can easily devolve into the technical “features and benefits only” space, but we wanted to create something that would connect at an emotional level.

What influenced your approach? The client had engaged in some brand persona research that identified the “caregiver” archetype as potential whitespace in the industry. That said, we also know a “caregiver” message could easily stray into a space that felt too soft for the realities of commercial landscaping to connect. So, we fine-tuned our approach and landed on “Work Hard. Feel Good.” which we felt was bold and confident, while still laying claim to the caregiver story.

Please tell us what you think stood out in your winning entry. This campaign covered a lot of ground. It reinforced the passion Ferris has for its business and connected directly to the product line’s physical benefits. Our brand video showcased the Caregiver archetype at work, but with an attitude a landscaper could relate to. The video footage conveyed the realities of the jobsite in a way that connected with the audience. We were thrilled with how it turned out and equally excited to get the news about the TOCA award.