Festool presents circular saw in authentic film universe

The challenge

In over 90 years, Festool has delivered power tools of sublime quality to private people and businesses all over the world. They have a wide range of power tools, among other their HKC circular saw. It has many different settings and can be used to solve many various tasks.
The challenge was to communicate the saws many features in a vivid way in a format that could be used in different media and platforms. In other words, the communication should have a focus on the saw as a piece of power tools that is indispensable in the construction site.

The solution

Heyday and Festool saw significant unresolved potential in the many Festool fans all over the world. So why not include these passionate and dedicated consumers? The solution became a film, an advertorial and content for social media with Asmus Sand as the main character. He is the owner of the company Bæredygtigt Byggeri, that build houses in sustainable materials in Denmark. The company also believes that Festool’s products can ensure them a so-called sustainable way of working as well. 

The film has a duration of slightly more than one minute and can be used on different platform, including the website and YouTube. The film is focusing on Asmus all the way through, where the focus is on both the circular saw and Asmus’s active lifestyle. The film is an authentic story about how Festool’s products are used in the construction site, but also with a focus on the different perks by using the saw. This approach to presenting a circular saw gives a credible story, where the message is told by the consumer – and not the company.