Turning DIY frustration into a reason to love Nulon

Challenge

How do you convince DIY motorheads that Nulon’s new Ezy-Squeeze is a god-send when replacing oil and fluid in diffs, gearboxes and transmissions?

Idea

We reminded motorheads of the messy, awkward moments and everyday frustrations of tinkering in the garage, and positioned Ezy‑Squeeze as the one thing that actually makes life easier.

How it worked

• Developed a hero piece of content that highlighted common DIY frustrations, then revealed Ezy‑Squeeze as the one thing that genuinely simplifies the job.

• Created engaging social content that conveyed the product’s easy of use.

• Taking inspiration from the “Frankensteined” tools found in my dad's own mechanic’s workshop, developed a consumer promotion that invited people to share the garage hacks they've invented that make their life easier in order to win samples of the product.

My Role

Senior Art Director, working alongside a Copywriter and reporting to an ECD.

Outcome

Positioned Ezy-Squeeze as a genuinely useful, human-centred solution rather than just another product update, with a campaign that felt authentic and ownable to DIY motorheads by blending brand messaging with real, garage-driven storytelling.