# Wrench-Grabbing Billboards The Demonstrative Sears Craftsman 'Trust in Your Hands' Ad Campaign By Katie Cordrey | Published 2010-06-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/trust-in-your-hands References: [mediapost](http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=130063) & [photos.prnewswire](http://photos.prnewswire.com/prnh/20100610/CG18569) To promote its [Craftsman](https://www.trendhunter.com/trends/build-hub) brand, Sears’ new [billboard campaign](https://www.trendhunter.com/trends/outdoor-advertising-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](https://www.trendhunter.com/trends/food-waste-campaigns) 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. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 58% | Activity: 60% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Trust-inspired Advertising:** Using larger-than-life displays to visually represent trustworthiness of products and services. - **Crowdsourced Promotion:** Inviting consumers to participate in promotional campaigns for increased brand engagement and loyalty. - **Extreme Product Placement:** Placing products in unconventional or extreme locations for increased visibility and attention. ### Industries Being Reshaped - **Retail:** Retail brands can use trust-based advertising to improve brand image and appeal to do-it-yourself consumers. - **Advertising and Marketing:** Companies can use crowdsourced promotion as a way to encourage consumer participation and create brand advocates. - **Product Placement:** Product placement can be used in unconventional or extreme locations to create buzz and increase visibility of products. ## Related on Trend Hunter - [Youthful Home Improvement Campaigns](https://www.trendhunter.com/trends/you-got-this.md) - [Branded Tool Bar Designs](https://www.trendhunter.com/trends/toolbar.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Online Car Retailer Campaigns](https://www.trendhunter.com/trends/deflate-the-dealership.md) - [Interactive Sandwich Billboards](https://www.trendhunter.com/trends/sandwich-billboard.md) - [Snacking Mishap Campaigns](https://www.trendhunter.com/trends/the-other-hand.md) - [QSR Menu Billboard Campaigns](https://www.trendhunter.com/trends/real-size-campaign.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md)