To accompany the announcement of Flexolt to the world, we needed to create an unmissable campaign design system that would grab the industry’s attention, nationwide. Creative needed to be dynamic enough to stand out, yet uncomplicated enough to be easily implemented by many hands throughout the reseller network. Starting with Flexolt’s bold yellow drum, we set out to extend the brand’s identity and help turn an unknown product into an icon.

Flexolt gives farmers a level of flexibility that was previously unheard of. We expected its impact would have the industry thinking, “come again?” To match the campaign’s tongue in cheek messaging and capture the WTF moment, we chose a photography style full of dramatic characters and ‘sheep in headlights’. We animated larger-than-life typography to stretch across screens and visually compliment ‘the ultimate flex’ tagline.

The iconic dual-tone colour palette was painted across every touchpoint, from online posting to point-of-sale. The blue and yellow became a beacon for instant brand recognition, campaign cohesion and all-important, in-store cut through. Playful merch was developed for those feeling bold enough to wear the campaign colours with pride.