CRAFTSMAN® ADVANCED™ Battery

Bigger Projects. Bigger Power.

As DIYers’ skills grow and their projects become more ambitious, they need a battery that keeps up. With the new CRAFTSMAN® V20* ADVANCED™ batteries, that’s exactly what they’ll have—more power, more runtime, and way more “whoa.”
No matter what they’re tackling, V20* ADVANCED™ batteries are built to help DIYers (and their current arsenal of V20* tools) power through it.

Built around the idea “Bigger Projects. Bigger Power.”, the creative strategy focuses on translating complex battery technology into relatable, benefit-driven messaging. Rather than leading with technical specs that users won’t understand, the campaign connects the product’s enhanced performance to the evolving skills and ambitions of advanced DIYers.

Concepting, storyboarding, design direction, art direction, paid media design.