To promote its Craftsman brand, Sears’ new billboard campaign, “Trust in Your Hands,” features a huge hand wielding a Craftsman wrench. Sears hopes that do-it-yourselfers will not only trust in their hands, but use Craftsman tools to get things done.
The promotion doesn’t end with billboards. Sears is using Twitter to crowdsource interpretations of the “Trust in Your Hands” slogan. Fans can create their own billboards or submit a photo of a Craftsman tool in an extreme or unlikely location; 10 winners will get a Craftsman C3 tool package valued at $750 each.