With less than $100,000.00 we created Round 1 Craftsman Labs, a fully integrated, 360 program: six films, an epic trailer, a website, Facebook presence, OOH, print and a fistful of kick-ass posters. One of the ways we kept costs down was to compose, perform and record the entire music score ourselves. Kaboom.
ROUND 2 : CRAFTSMAN + KUTIMAN
A funny thing happened while trying to destroy Craftsman tools: we learned that not only are they nearly indestructible, but they also sing when punished. Partnering with musician, composer and mixed-media artist Kutiman, Kutiman VS Craftsman was born.
CRAFTSMAN ACROSS AMERICA
To further drive home the durability story we drove a Craftsman lawn mower from California to New York. Not only did the mower make it look easy, but sales increased on average of 256% at each of the Sears Hometown Stores we visited.