The Idea:
The creative industry tends to get ignored in Dewalts advertising. The production of the arts are just as tough as the construction industry.
Insight:
You are a world builder. The elemental part of every story being told. Every plank of wood, platform and set piece you masterfully craft are part of the language of the arts. And, with the right tools, only you understand this language. You need an impact driver with a 4200 impact rate that can withstand clumsy actors, deformed wood and the horrendous possibility that you will have to fix that door that has to get slammed 9 times a night, eight shows a week, as many times as it is probably going to get broken. And you will do so with tools that will endure (almost) anything.
There is a humourous honesty in adding the almost bit. I really liked the truth within the dramatic phrasing, it adds a touch of theatrical humor— right up my alley as a former theatre kid.
OOH
Some fairly tough tweets.
Some fairly tough scripts.
mwah
Copy | Strategy:
Design | Art Direction:
Abigail Raike