Screw*d
Integrated
SCREW*D was a live, interactive reality show for Craftsman that sent a neophyte handyman into the wild forcing him to survive with his wits, an assortment of Craftsman Tools and the real-time help of the online community via Twitter and Facebook. Directed by Matthew Ogens (Meet The Hitlers and Confessions of a Superhero).
Winner: Top Prize SxSW Interactive Awards. The One Show Silver and Bronze Pencils, Entertainment and Interactive, . Clio, Silver and Bronze. New York Art Director's Club for Integrated Campaign. London International Advertising Awards, Bronze, Integrated Campaign.
Jimmy Kimmel Show & Case Study
Highlights of Alan's Three Wild Drops
Episode 1: Screwd in the Bayou.
Episode 2: Screwd in the Desert.
Episode 3: Screwd on a Mountaintop.
Casting Video
Official Website: https://craftsmanscrewd.com/
Teaser Banners and Outdoor Advertising
In a Switch, Craftsman Pitches Its Tools to the Unhandy – Fast Company
Screw*d In The Bayou: Behind Craftsman’s Reality-Based Interactive Campaign – The New York Times