Getting a heritage brand back on the tools
Using humour and empathy to revive flatlining awareness.
It was a Crescent wrench that went to the moon during the first Apollo mission, and the OG Model-T Ford came with one in every trunk. Despite this, awareness of Crescent Lufkin amongst Aussie tradies had fallen.
We worked off the commonly understood insight that tradies love a piss take. But they also take great pride in their work. Our campaign brought both of these truths together onto one job site.