Entrant: Y&R Chicago, Chicago
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:
Digital Production Company:
Director of Innovation:
Oliver Fuselier/Brian Latt/Dustin Callif
Richard Fischer/Thomas Nicholas
Director of Integrated Production:
Associate Creative Directors:
Richard Fischer/Evan Thompson
Chief Creative Officer:
Global Chief Creative Officer:
Y&R Chicago, Chicago
Agency Account Directors:
Kevin Reilly/Kevin Babcock
Corporate Name of Client:
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