INSIGHT
As their name suggests, fossil fuels are old technology. Ryobi’s new 36V HP brushless battery mower has all the power of a petrol model without the emissions or hassles. So, in short, if you’re not using battery power, you’re stuck in the past.
IDEA
The insight about fossil fuels led very directly to the idea of vividly demonstrating that petrol mower users are rapidly becoming dinosaurs. With a little help from some talented puppeteers and a hyper-realistic velociraptor suit, we show a Ryobi user look on as his neighbour is transformed into a Jurassic throwback.
