Building on the “It’s Alive” campaign materials supporting the cordless power tools line, the objective of this work was to generate personality to the CT9010 and support franchisees with visually disruptive, compelling product information in a mobile retail environment.

We chose to illustrate the power associated with this tool by borrowing from Frankenstein. We transformed the lead product designer on the product into a mad scientist and digitally created his laboratory to add visual interest while quickly communicating the power inherent in this tool.

The fun, visual concept was used in all campaign launch materials: poster, on-van merchandising, social media, and monthly sales collateral shared with every technician customer in every franchisee route during the launch. The launch of the tool was a success as measured against launch forecast.