Craftsman: Sand paper, 3

Craftsman have strong hands. These posters, printed on sand paper, invite people to get the hands of a Craftsman by rubbing their hands on it.

Advertising Agency: Y&R, Chicago, USA
Chief Creative Officer: Bob Winter
Associate Creative Directors: Gabo Curielcha, Chris Jansma
Art Director: Gabo Curielcha
Copywrtier: Chris Jansma

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11 comments

danielchapman's picture
danielchapman
292 pencils

I understand that they're talking to non-handymen that know little about tools, but why the hot pink treatment if theyre pitching masculinity?

AD feels off brand and off messaging.

ace85le's picture
ace85le
3939 pencils

I think they tried to follow Craftsman's corporate colours.

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kleenex's picture
kleenex
25530 pencils

100% true.

ortizon's picture
ortizon
74 pencils

Sandpaper is mostly found in pink shades.

morse's picture
morse
15028 pencils

I like the idea of the sand paper. Good.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

vlads's picture
vlads
539 pencils

a hand of a real man is rough. this is the message. It could good with just one piece not a campaign of three. People can not see the appeal of the sandpaper.

ZeSheep's picture
ZeSheep
174 pencils

Stereoptyping to say the least

Muddy's picture
Muddy
45 pencils

Like it. American guys will do anything not to end up like one of the losers from "Glengarry Glenross".

marciojucah's picture
marciojucah
24 pencils

Really interesting approach. They probably couldn't get any more red, that would explain the pink.

krazy's picture
krazy
153 pencils

Interesting :)

torontose's picture
torontose
393 pencils

nice lay outing and color schemes

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