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From the 15th Annual Shorty Awards

Moving On Up - Bosch - 18V Cordless Power Tools Global Campaign

Finalist in Product Feature Video

Entered in Business to Business


We get it. When you want to tell a story about changing your life, Power Tools aren’t the first thing that comes to mind.  

So, when Bosch asked us to help launch their new 18v Cordless Power Tool line, we knew we were going to have to roll up our sleeves and get to work.

Bosch is a well-established brand with more than 140 years of research and development reflected in its tools. Professional tradespeople value the brand for its ergonomic design, powerful drive and reliable performance. For us, this was a significant advantage.  

But, in an era where competing tool brands have grown increasingly similar in appearance, efficiency and technology, Bosch needed to push through the typical selling points of “tough” and “durable” to connect with consumers on a deeper and more personal level. Simply put,  we needed to tell the story of how Bosch… can demonstrate their new concept “simplification & health”. 

Strategy and Execution

“Moving On Up” began as a thought starter - a place from which to draw inspiration - and, slowly but surely, solidified into the foundation of our story.

Bosch tools allow users to tackle larger and more complex projects… which increases their value to their employers… which means more money… which changes their, and their family’s lives for the better.

To illustrate this, we constructed a full-size, six level “job site” on a soundstage and painstakingly designed each level to represent not only the different stages of a construction project, but the evolution of the worker’s future as each level was completed. We used a stabilized dolly-track and a gearless traction elevator to allow the camera to shoot in 360 degrees around and to rise, in real time, with him as he “moved on up.”  

The story began in a dark basement, full of dust and metal as our worker - a collage of 15 different actors representing  3 different ethnicities - toiled on the building’s HVAC and utility systems. Literally, an entry level job. Next, we follow our worker up to the next level,  purposefully lit to reflect this brighter opportunity - and so on, and so on - up through all 6 levels, until our worker reaches the roof where he is warmly lit and using his Bosch tool to install the building’s solar panels. Something that would have been unthinkable just a short time earlier.  

The film not only delivered thematically, but highlighted the versatility of the Bosch product line and its universal battery system which we featured switching between a variety of Bosch tools utilized across multiple projects and applications.


“Moving On Up” was enthusiastically received by the client and deployed worldwide across 365 individual markets and nearly 300  channels.  

The campaign broke new ground in narrative advertising both for the brand and within the category. Enjoying immediate traction and benefitting from organic distribution, the campaign generated more than 12000 unique media impressions and the equivalent of more than 10 Billion dollars of earned fees.

Customers reported a substantial boost in product satisfaction strengthening brand loyalty and customer retention.



Video for Moving On Up - Bosch - 18V Cordless Power Tools Global Campaign

Entrant Company / Organization Name

Hylink Group, Bosch


Entry Credits