Bronze Winner
Integrated Campaign
Entrant: Y&R Chicago, Chicago
Craftsman
"SCREW*D"
Description of the Project
SCREW*D is a live, interactive reality show where Craftsman tools dropped the unhandiest person they could find in the wild. Alone. Equipping him with nothing but an earpiece and a set of Craftsman tools. Faced with extreme tool challenges in the Bayou, the Desert,and the Mountains, his survival depended solely on the advice coming in from the online tool-savvy community viewing in real-time at home. And luckily, through Facebook, twitter, and Livestream, these tool knowledge-filled handymen
eagerly gave their advice when our tool-clueless hero asked for it.
Ultimately, saving him from himself.
Music Production Company:
Beta Patrol
Editor:
Mark Panik
Editing Facility:
Don't Panik!
Digital Director:
Grant Skinner
Digital Production Company:
Tool
Director of Innovation:
Matt Witt
Executive Producers:
Oliver Fuselier/Brian Latt/Dustin Callif
Director:
Matt Ogens
Production Company:
Tool
Graphic Designers:
Richard Fischer/Thomas Nicholas
Designer:
Optimus
Agency Producer:
Kara Pierce
Director of Integrated Production:
Brian Smego
Art Director:
Richard Fischer
Copywriter:
Evan Thompson
Associate Creative Directors:
Richard Fischer/Evan Thompson
Creative Director:
Jon Eckman
Chief Creative Officer:
Bob Winter
Global Chief Creative Officer:
Tony Granger
Agency:
Y&R Chicago, Chicago
Account Supervisor:
Priya Bordia
Agency Account Directors:
Kevin Reilly/Kevin Babcock
Corporate Name of Client:
Craftsman
