IXO – Franziska Flau

So far, power tools have been advertised as if they were only meant for strong, masculine men. To create an extraordinary product and brand experience, we parted with preconceptions.

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By reimagining the IXO cordless screwdriver from a mere functional tool into a lifestyle and design object accessible to everyone, we have shifted the perception of power tools from being exclusively associated with males. Out of the toolbox on the living room shelf.

The IXO now claims its own spotlight, emerging as nothing short of a new art form: IXOISM. The campaign consistently incorporates an element of irrationality, a touch of the unconventional, which makes the product more interesting and also brings out its distinctive and cool character.

IXOISM, our multi-stage, worldwide campaign surprised and activated people at touchpoints no tool brand has ever used before.

An immersive interactive game and the IXO style contest, where everyone was able to design a new and modern power tool, helped the brand expand the existing market. Finally there is a power tool truly for everyone!