The Ask: Show the world that the BRUTE CAN isn’t just a trash can; it’s an icon of toughness. Reignite pride and recognition in a legacy brand by proving that BRUTE still defines durability, even decades after its debut.
The Insight: What’s built to last doesn’t chase validation, time reveals its worth.
The Idea: Our approach was simple: let the product prove its own point. Every execution celebrates the iconic toughness of the brand, summed up by the two words that say it all:
OOH
THANKS FOR LASTING UNTIL THE END.
(BRUTE would be proud.)
Art Direction: Abby Peterson
Copywriting: Kenna Lloyd
ECD: David Register