DieHard

No one talks about their car's battery until it fails. So a small team at Y&R in Chicago set out to change that for quite possibly the best named brand in the world.

Our idea: let's see if the batteries live up to their name, or if we could kill them? It led to a multi-year series of “electrical engineering feats” across YouTube and social. People were happy to talk about batteries, including the New York Times, Wired, Gizmodo, a few million YouTube viewers, tens of thousands of Twitter-ers, and all the major award shows.