Are You Screw*d
Under new creative direction from Bob Winter, Y&R Chicago has resumed its role as a creative powerhouse in North America. New work for Craftsman has exemplified this by being fun, relevant and reaching a new consumer set—the “non-DIY guy.” Customers and the media alike have responded to the recent work, and that’s only a preview of what is to come.
Screw*d is the most recent development in the new Craftsman story. A web contest has begun to find the ultimate “not-so-handy-man” in the United States.
This summer, Craftsman is going to take one tool-clueless person, and through a series of intense, even high-risk tool and survival challenges, put them through the ringer. The goal: Turn them into the ultimate handyman.
For ten weeks we’ll push him or her to the limit, teach them new tools skills. Then place them in unfathomable situations. The reward? $50,000 plus, room and board in Chicago.
Interested? Submit your video, then get your friends to vote. Good luck.
