Brad Harvey
Creative Director. Copywriter.
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CRAFTSMAN LABS

Craftsman wanted to introduce young people to the tough tools their dads had been using for years, without reminding them that this was their dads’ tool brand. Seeing how these tools came with a lifetime warranty, torture tests seemed like a nice way to say hello. Their dads probably hated this campaign.


ROUND 1

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.

PRINT


CRAFTSMANLABS.COM


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.