Insight:
Powertools have become the symbol of male strength and patriarchy - a
problematic notion that is isolating and misinformed.

Objective:
This integrated campaign for Craftsman power tools aims to dismantle these
notions by displaying stories of everyday superwomen who do it all, with strength
and perseverance, presenting Powertools for Powerhouse Women.


Dream Team:
Tarinee Rajaraman: Strategist and Art Director
Sydney Burns: Art Director and Copywriter
Jordan Rodriguez: Illustrator
Sasha: Cinematographer and Editor (Brand Film)



In collaboration with a sequential artist, stories of everyday powerhouse
women were visually imagined in a comic strip form. From this, we created
OOH ads and Instagram content to showcase these stories, and link them
to the Craftsman Brand. 


The current Craftsman website has completely removed women from the narrative.
The foundational issues of this mis-portrayal need to be addressed and fixed.
This microsite will contain a community page that offers a editable database of
women in the industry - contractors, handywomen, interior designers and more.




In celebration of International Women's Day, Craftsman Tools will host an event with
Lowe's hardware store. This event will be an outdoor exhibition in select Lowe’s parking
lots. The event will have about eight booths. Three of which will be lessons on how to
properly cut wood, use a nail gun, and other beginner craftsman info. It will also have
two activity areas where visitors can build things or bring their children to create a craft
together. Lastly, there will be a display of the different craftsman tools and a demo and
trial station.
The visualisation of the event space exterior and interior were done using
Midjourney and DALL-E.



Sticker packs and customized packaging for Craftsman powertools reinforcing the key message.




Craftsman hosts a giveaway to push back and construct a counter narrative to the
current misrepresentation of women in media. People are asked to share stories of
strong women in their life, going against the grain with #powerwoman they will get the
chance to become a comic or win the grand prize of a total house renovation.