CRAFTSMAN® Build On™
For nearly a century, CRAFTSMAN® has been a trusted name in tools. But with an aging core audience, the brand needed to find a new way to connect with the next generation of DIYers.
CRAFTSMAN®’s new target audience is the DIY enthusiast—we’re talking real people, not professionals. With the help of YouTube, they can solve any problem. They are busy, they have jobs, maybe young kids, side hustles and hobbies.
Enter BUILD ON™, a brand campaign designed to challenge the picture-perfect portrayal of DIY and celebrate the messy, unpredictable reality of bringing a project to life for these DIY enthusiasts.
Rather than focusing solely on the polished end result of a DIY project, BUILD ON™ shines a light on everything in between—the unfinished renovations you have to live in for months until you find the time to finish them, unexpected setbacks like running out of screws mid-project, late nights after your “day job”, and all of the small victories that make the project worth it.
Through authentic, relatable storytelling, this campaign repositions CRAFTSMAN® as more than just a tool brand. It’s a partner in the process, empowering a younger, more diverse generation of DIYers to build their projects, their confidence, and ultimately, themselves.
Concepting, logo design, paid media design, storyboarding.
Out of Home Placements
Campaign ads in the wild, living on billboards, posters, and bulletins.
