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Sand paper, 3

Campaign
Agency Network: 
Published/Aired: 
February 2012

Description

Craftsman have strong hands. These posters, printed on sand paper, invite people to get the hands of a Craftsman by rubbing their hands on it.

Outdoor advertisement created by Y&R, United States for Craftsman Tools, within the category: Industrial, Agriculture.

Advertising Agency: Y&R, Chicago, USA
Chief Creative Officer: Bob Winter
Associate Creative Directors: Gabo Curielcha, Chris Jansma
Art Director: Gabo Curielcha
Copywrtier: Chris Jansma
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danielchapman's picture

I understand that they're talking to non-handymen that know little about tools, but why the hot pink treatment if theyre pitching masculinity?

AD feels off brand and off messaging.

danielchapman
Activity Score 292
ace85le's picture

I think they tried to follow Craftsman's corporate colours.

ace85le
Activity Score 3935
Marketing Manager |

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kleenex's picture

100% true.

kleenex
Activity Score 51166
Web Designer/Developer
ortizon's picture

Sandpaper is mostly found in pink shades.

ortizon
Activity Score 74
Copywriter
morse's picture

I like the idea of the sand paper. Good.

morse
Activity Score 18024
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

vlads's picture

a hand of a real man is rough. this is the message. It could good with just one piece not a campaign of three. People can not see the appeal of the sandpaper.

vlads
Activity Score 541
Art Director at http://www.behance.net/vlads |

http://www.behance.net/vlads

ZeSheep's picture

Stereoptyping to say the least

ZeSheep
Activity Score 174
Copywriter at Mumbai
Muddy's picture

Like it. American guys will do anything not to end up like one of the losers from "Glengarry Glenross".

Muddy
Activity Score 45
Copywriter
marciojucah's picture

Really interesting approach. They probably couldn't get any more red, that would explain the pink.

marciojucah
Activity Score 24
Copywriter
krazy's picture

Interesting :)

krazy
Activity Score 153
Planner
torontose's picture

nice lay outing and color schemes

torontose
Activity Score 393
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