DEWALT® TOUGHSYSTEM® 2.0 DXL™ ACTIVATION

DEWALT® DXL x LA Rams

Our Challenge:
To introduce the new DEWALT® TOUGHSYSTEM 2.0 DXL™ Workstation Storage System, we were challenged to think big and develop an attention-grabbing activation that would generate awareness and conversation around the product.

The DXL™ is designed for commerical pros and MROs (Maintenance, repair and operations) who work in large facilities and don’t have an office, and need to bring their work setup wherever they go, so we needed the activation to speak to this audience…

Our Solution:
We decided to lean into the idea of DEWALT® TOUGH™… This concept brings together two worlds built on toughness: DEWALT® and the NFL. While players take center stage on game day, an entire team of skilled tradespeople works behind the scenes to keep stadiums running. We saw an opportunity to celebrate these unsung heroes—the electricians, plumbers, carpenters, and maintenance professionals who make game day possible.

Through an NFL partnership and immersive tailgate activation, we created a platform that would spotlight “The Team Behind the Team”, showcase the DXL™’s versatility in real-world environments, and connect DEWALT® with football fans in an unexpected, memorable way.

Concepting, activation design, art direction, signage, swag design.

Photography

Photoshoot to capture assets to be used in the hype social posts—to create some excitement on social media around the partnership and tailgating activation.

Social Media Teasers

We released a series of teaser videos on social media to build hype around the event at SoFi Stadium and tease the launch of a new product. At this point users don’t know the connection between DEWALT® and Rams.

Final social teaser video that announces the launch of the DEWALT® TOUGHSYSTEM™ DXL and how it helps the MRO pros keep the LA Rams stadium up and running and explains the connection between the DEWALT® and Rams partnership.

The Team Behind The Team Social Series

Social series designed to pot a spotlight on the #TeamBehindTheTeam and emphasize the hard working pros who work behind the scenes to keep SoFi Stadium up and running for the LA Rams.