Craftsman labs | music video, web, pr stunt, print, ooh, online

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. Craftsman Labs was a fully integrated, 360 program: we created a website, print, OOH, and of a series films ranging from a music video made entirely of the sounds of tools with musician, composer and mixed-media artist Kutiman to a PR Stunt by sending a man on a riding lawn mower from Los Angeles to New York City over 99 days. We did all of this on a very meager budget and showed how far you can take tests of durability.

Credits

Agency: Y&R Chicago
Client: Craftsman
Production: Optimus ONE | Humble
Director: Alex Fendrich | Nika Offenbac
Editor: Kutiman | Ruben Vela II | Nika Offenbac

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