Building on the “It’s Alive” campaign supporting the cordless power tools line, we offered personality to the CT9010 and supported franchisees with compelling product info in a mobile retail environment. We borrowed from Frankenstein and transformed the lead product designer into a mad scientist and digitally created his lab to add visual interest and communicate the tool’s inherent power. We used the visual concept in all materials: print ad, poster, on-van merchandise, social media and more.
Kristina Karlen, Tom Dixon, Steve Drifka, Jimmy MacDonald, Jenni Klafka-Wierzba, Danny Yadgir, Shannon Egan, Krista Dercola
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