“Fresh New Tools” :15
“Those who own Craftsman tools are a very specific type of person, so this campaign had to speak to them in the same way they talk to each other while acknowledging their level of expertise. Along those same lines, we didn’t want to make the workman the hero. To Craftsman owners, the main characters in their lives are their tools and workshop. With this iconic brand needing a new home, and as an entire nation of DIYers found themselves asking, ‘Where will I buy my Craftsman tools?’ we broke ground with the new Workshop Wisdom voice for Lowe’s. A gritty, nostalgic aesthetic paired with insightful, no-frills insights and 100 percent in-house production brought the message home: one of America’s most iconic tool brands is now at Lowe’s.”