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To generate excitement around the new Snap-on 1/2” Air Impact Wrench…the first air impact wrench that’s “just right” in every aspect. So, creating a storybook that updates Goldilocks and the Three Bears seemed a natural.
The photography had to have a dream-like quality to be true to the fairy tale, and each shot had to be meticulously planned and choreographed. The lighting utilized strong flash to focus attention on the characters and the action, leaving the repair shop backgrounds to fall off and create a moody, surreal environment. Casting of “Goldilocks” and the “3 Bears” was also crucial, as each had to fit the character while also representing a realistic auto technician.
Though it’s too early to report sales figures, the launch was exceptionally well received by the target and the Snap-on sales force. So much so that the storybook is already on its third reprinting.