Last Monday, during Interschutz 2022 – the leading trade fair for rescue services, ﬁre/disaster management and security – the world’s ﬁrst cordless mini cutter was introduced by Holmatro Rescue Equipment. At The Line, we developed an introduction campaign to position this small but powerful product in a distinctive way in the rescue market.
With ‘The ﬁnal cut’ we touch on several characteristics of the cordless mini cutter. On the one hand, we communicate that ﬁrst responders can ﬁnally complete any cordless rescue set. On the other hand, ‘The ﬁnal cut’ also conceals the underestimated value of the tool, namely that it may just be the last and decisive cut to save someone’s life.