The CRAFTSMAN® Ultimate Garage Giveaway

Dream It. Build It. Win It.

For most Americans, the garage is less of a dream workspace and more of a cluttered catchall, but CRAFTSMAN® saw an opportunity to change that.

The Ultimate Garage Giveaway transformed a common consumer frustration into an aspirational campaign, giving users the chance to imagine and win the garage of their dreams.

The Ask? Create a campaign that gets people to sign up and capture emails and launch the new Garage Configurator tool on the CRAFTSMAN website.

The challenge? No production budget, a tight timeline, and one opportunity to capture new content. With only a previously scheduled shoot featuring NASCAR personality, Michael Waltrip, and access to a green screen, we had to get creative with the resources available.

Built around the idea of Dream It. Build It. Win It., we combined existing lifestyle photography, custom illustrations, and green-screen footage to bring the ultimate garage to life.

Several years ago the brand identified an overlap with NASCAR and CRAFTSMAN fans and set up a partnership. To get more eyes and attention onto this campaign we leveraged that partnership and put our ads out on a NASCAR broadcast. We leaned into a simple insight: race fans hate commercial breaks. So we created a series of intentionally short, high-impact spots designed to deliver the message and get viewers back to the action.

The result was an integrated campaign that turned limited resources into an opportunity for inventive storytelling, proving that big creative ideas don’t always require big budgets.

Concepting, logo design, storyboarding, landing page design, social media design, video shoot direction.

NASCAR Spots

Ads that ran during the NASCAR race. The script leaned into the insight that race fans hate commercial breaks.

Landing Page

The landing page brought the Ultimate Garage Giveaway to life through a combination of existing lifestyle photography and custom illustrations. Designed to inspire users to envision their own dream garage and enter the giveaway.

Social Media

We promoted the giveaway on our own organic social channels, because we didn’t have a lot of budget to put ad spend behind this campaign.

Influencer Partnerships

We partnered wit several influencers in the DIY and garage spaces to get them to promote and talk about the giveaway. These partnerships allowed us to reach more people with the giveaway without spending a ton of money on ads.

Logo Design

Campaign logo design for the Ultimate Garage Giveaway. Logo appeared on web, social and email assets as well as on the NASCAR broadcast.