Arlo launches campaign for Wacker Neuson, tailored to Aussie tradies

Arlo has released a campaign for Wacker Neuson, effectively localising the brand for an Australian audience.

The announcement:

Independent creative agency Arlo has launched its first major campaign for Wacker Neuson, the German engineering heavyweight with over 175 years in construction equipment and a firm footing in the Australian market.

The campaign localises the Wacker Neuson brand for a new generation of Australian tradies and operators, blending German precision with the raw, rugged needs of Australian worksites.

The campaign, launching online last week with the first of four hero spots and future rollouts into radio and out-of-home, was led by Arlo’s creative and managing director, Patrick Harvey, along with Arlo’s head of creative strategy, advertising legend and former Global CCO at McCann, Jeremy Perrott.

Produced by Emmy-nominated producer Kristy Fuller and directed by AACTA-nominated filmmaker Carl J. Sorheim, the campaign features Australian acting icon Steve Bastoni (Underbelly, The Matrix Reloaded, The Water Diviner) and rising Aussie talent Joey Woodley, whose irreverent takes have earned him nearly 1 million TikTok followers.

“We’re thrilled to partner with Arlo on a campaign that captures Wacker Neuson’s commitment to the Australian market,” says Wacker Neuson Australia marketing manager Loreto Matus. “Their creative interpretation reflects not just our quality and reliability but speaks to our Australian tradies and contractors on a level we haven’t seen in the past.”

“Wacker Neuson is a brand built on German engineering, but it’s made to thrive in the Australian terrain, and survive the Aussie sense of humour too,” said Patrick Harvey. “To lead our first major campaign with such a respected brand is a huge honour, and a clear statement of the type of work Arlo is here to do.”

With more creative to roll out over the next 12 months, the campaign positions Arlo as a serious new player on the independent agency scene, blending sharp strategy, high-end production, and locally resonant storytelling, all completed in-house by an expert team of storytellers.

Credit:

Production Credits
Agency & Production: Arlo Agency
Writer & Creative Director: Patrick Harvey
Head of Creative Strategy: Jeremy Perrott
Producer: Kristy Fuller
Director: Carl J. Sørheim
Director of Photography: Sean Kirkwood
1st Assistant Camera: Alex McLaren
Colourist: David Goldsmith
Sound Recordist: Brendan Muller
Sound Mix: Paul McCosh @ Viva Sound
Storyboards: Hattie Read Price

Cast
Jack – Steve Bastoni
Tyrone – Joey Woodley
Franko – Greg Monk

Client
Marketing for Wacker Neuson: Loreto Matus & Maddie Tseitlin

Source: Arlo