Factory Hero

EU Automation is a global supplier of automation parts, ensuring that manufacturers can avoid unnecessary downtime and lost revenue. We were asked to create a video campaign to reposition EU Automation as the go to brand in the trillion-dollar industry they operate in.
The video was a focal point of the brand’s largest omni-channel campaign to date.

We created Jeff, the unlikely factory hero, who inadvertently saves the day by ordering a part from EU Automation.
The video starts with Jeff arriving at work, completely unaware of why he is getting so much attention, he is bewildered at his colleague’s enthusiastic greetings. He is ushered to the factory floor by his colleagues where he encounters the whole team waiting to surprise him. The crowd goes crazy for Jeff. He is crowned as hero of the factory and comes to embody his new found status. The audience is kept guessing as to why Jeff is indeed a hero until the very end where we cut to 24hrs earlier where Jeff is seen casually ordering a part from EU.

Jeff is a far cry from anything competitors are doing in the video campaign space. In a world of very corporate and technical content, Jeff’s emotional journey and sense of humour has really stood out.