toughest on the planet

Hamilton, a 100-year-old American caster maker, had a Made in China problem.

To cut operating costs, heavy manufacturers were turning to cheap foreign knockoffs. Our job was to justify Hamilton's higher price, and bring that business back to U.S. soil.

"The Toughest on the Planet" campaign emphasized Hamilton's extreme durability, larger-than-life load capacities, and versatile capabilities.

The Chinese beat them on price. But when it came to hauling a herd of elephants and getting the job done without breakdowns, Hamilton laid the smackdown.

We made the point loud and clear with dramatic ads that stood out in publications. 

The campaign helped Hamilton regain market share and cement its position as the top manufacturer of heavy-duty casters.

A competition to win Super Bowl tickets motivated distributors to sell Hamilton.

The work included print, email and web.