RS came to us looking to reposition. They had grown into a global distributor of high-quality components, but their existing content didn’t carry the brand’s range or the standards of the work it enabled. They needed a brand awareness campaign that showed the quality, showed the range, and met an audience that judges everything by the same standards they judge their own work.
Our audience research returned to a single crucial insight. The engineers, makers, and innovators who reach for RS share one thing above all: the courage to trust they’ll find the solution, however hard the problem is. Be Bold is the campaign built around that. We followed two teams RS sponsors: VanDijk-Racing Powerboats competing in Zapcat racing in Belgium, and Drone Team Twente in the Netherlands. We captured the work, the setbacks, and the raw human reactions that B2B advertising almost never shows. Cinematic film, FPV drone footage, custom music, motion graphics, OOH and social cutdowns across four markets in their native languages. A B2C-grade campaign for a B2B audience.
The campaign took a full year of pre-production before a single frame was shot. We embedded ourselves into RS’s world, interviewing their engineers, their marketing team, and the maker communities they sponsor, to understand exactly who the campaign was for. There are no shortcuts with this audience. They can read a poorly researched ad in seconds. The depth wasn’t a budget line. It was the creative strategy.





























