Best Retail Online Video, Best Toy & Hobby Online Video

In recent years, due to Craftsman's affiliation with Sears and its slowing sales, it began to lose traction with today’s consumers, who do not have as strong an affinity for the brand as past generations did. The tools, which once boasted a passionate and prolific following, had steadily been losing awareness, consideration, sales, and market share. The brand challenge: to break away from the tired, TV-first retail formula and think outside the (tool)box.

“LOVE. MAKING.” is a rallying battle cry for any and all of these makers, regardless of their expertise. It’s the reason makers love to create. Two simple and powerful words that become so much more provocative when made into one. LOVE. MAKING. is more than a feeling, it’s a call to action. At the heart of the work are the Craftsman tools, but they are shot in a reenergized and riveting way– making Craftsman sexy again, and igniting love, passion, and inspiration for making– using these tools.

The goal of the campaign was to garner brand awareness, especially amongst the Millennial demographic, and to get people thinking about Craftsman once again. Through this repositioning, we drove traffic to Craftsman.com as well as Sears outlets to buy the tools during the holiday season. In addition, the LOVE. MAKING. video garnered over 700K views across all social channels.

Contributors:

Chief Creative Officer:	Jason Peterson
Group Creative Director:	Bernardo Gomez
Creative Director:	Benny Jackson
Copywriter:	Zack Carlstrom
Account Director:	Marisa Scime
Producer:	Peter Feldman
Director:	Phillip Andelman
Music:	Bad Company
Editor:	Neil Gust
Broadcast Manager:	Bonnie Hamilton

HAVAS WORLDWIDE CHICAGO

Location: USA