SKIL Outdoor Power Equipment (OPE) needed a new campaign that accomplished two things. 1. Challenge the outdated assumptions of a gas-controlled world. 2. Put SKIL’s name in the minds of people searching for new yard equipment. We read the brief – and got to work.

The winning idea was to position SKIL as the modern alternative aimed at younger couples with the unbeatable performance of SKIL PWRCORE 40™ lithium technology – a technology designed to get through yard work faster than gas. We also wanted to highlight the outdated thinking behind gas-powered tools and their owners. Both belong in the history books.

The campaign, Don’t be a #GasZombie, positioned die-hard gas users as gas zombies who couldn’t see the battery-powered alternative was better. The campaign showed their plight, pulling starter cords, pouring gasoline, and choking on exhaust fumes versus our modern engaged couple’s SKIL tools. The integrated campaign was a huge success, driving awareness and engagement off the charts.