Warriors, 1

Agency Network: 
June 2011
Stihl:  Warriors, 1


Print advertisement created by Scholz & Friends, Germany for Stihl, within the category: House, Garden.


Defeat the forest. Stihl.

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Highest Rated

rauliten's picture

Excellent art direction!!! Terrible copy (With this visual you don't need a copy just the logo)!!

Activity Score 393
Creative Director
Galo's picture

In times where the whole world is talking about enviromental issues, global warming, deflorastation and all kinds of abuses against nature, I don't think this is an appropriate approach. Sorry, guys, but no.

Activity Score 446
Hahalexander's picture

I agree, totally unappropriate

Activity Score 140
Sint-Lucas Visual Arts
Triskac's picture

I dont mind the visual, I quite like it actually, but "Defeat the forest"? WTF... there is only one possible worse copy than that, and that would be "Defeat the rainforest". Bad, bad, bad...

Activity Score 49
cracker66's picture

Germany's best ad of the year - according to the Art Directors Club Jury. Is it also Your favorite?

Activity Score 163
Galo's picture

I really like the art direction, it is perfectly executed. But visual is not everything in an add. There is a little something called message. And the one that is placed in this set of ads is completelly wrong. Maybe the Art Directos Club was only judging the visuals, not the whole thing. This is the only excuse possible, although I still think it's unsatisfying.

Activity Score 446
cracker66's picture

It was not a special category like craft.. Personally I don't think it is perfectly executed.. Looks quite flat and artificial.. I guess TBWA/Paris would have executed it better back in the days.

Activity Score 163
henito's picture

the copy is probably not the best pick.
but actually the whole concept strongly reminds me of this campaign:


Activity Score 560
Troll's picture

Would have been cool without the line.

Activity Score 672
Copywriter |


pez's picture

I think the problem is not the ad, the problem is the product. The copy is a little bit stupid, give you that. But I really think this visual perfect deliveries the product skills...

Activity Score 1804
Creative Director
nikimiunuttum's picture

i think this is a very well executed ad. this ad isn't made for taxi drivers or fishermen, this ad is made for people who are about to buy a chainsaw. I know "defeating forests" is not a good think to talk about but someone does this job, and u sell chainsaw. if you put some roses instead of warriors and say "dont cut trees" what is the point of selling chainsaw and advertising.

Activity Score 72
Art Director
Lroffe1's picture

Nikimiunuttum said it perfectly right. You guys do realize this is an ad for chainsaws? You do realize what people use chainsaws for? I love this campaign.

Activity Score 18
My_friend_Goo's picture

I like it.

The line is a little cheasy and i guess politically incorrect, but whatever

Activity Score 292
Copywriter at Awesome promegranate
agappehp's picture

Unfortunately I have to agree with some other commentators. The announcement is a chainsaw if you want to sell teddy bears may even ask not to cut anything that he did not cut more reach an audience that lives on it without having to touch the environment I find it complicated.

Activity Score 108
Graphic Designer at Ideia Publicidade
AdBuzzer's picture

the copy may sound bad as such, but considering the target group of this ad and product it's a pretty good work as a whole.

Activity Score 1172
Marketing Manager |


Pentastic's picture

The visual is good, the copy isn't. Job only half done.

Activity Score 53
Copywriter at Mumbai
Rotzgoht's picture

Awesome visual. I would assume this is another Ad lost in translation. It might've been "defeat the tree" or something less about deforestation. I hope that's the actual meaning. It looks so freaking awesome, I can't believe that's the actual message. If so, yay AD, boo copywriter.

Activity Score 186
Tommy G.'s picture

Pinch me...terrible approach, really.

Embarrassing campaign.

Tommy G.
Activity Score 895
Graphic Designer at Job seeking
bhuvneshwar.chd's picture

art is good copy. . . ?

Activity Score 989
Graphic Designer at artist, illustator, designer |

"If you are irritated by every rub, how will you be polished?"
— Rumi

purshotham's picture

Right on Target...

Activity Score 457
Manoma's picture

I love... still and again ;-)

Activity Score 1108
mimosainsiva@gmail.com's picture

nice one.. skill s exposed

Activity Score 77
Verve Design shop
gpernarella's picture

where's the copywriter moral and ethics? total FAIL!!!

Activity Score 48
Graphic Designer at internship at Nölck Red América / study in IUNP las Mercedes
rauliten's picture

Excellent art direction!!! Terrible copy (With this visual you don't need a copy just the logo)!!

Activity Score 393
Creative Director
advocate's picture


Activity Score 268
Art Director at Philippines
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