STUDENT WORK

This campaign is rooted in the insight that Milwaukee Tool was the gold standard of power tools as the American suburbs began springing up after World War II, so a lot of homes, offices, infrastructure, etc., were made with these tools. Milwaukee Tool literally built America, so, in a way wherever you are, you’re in Milwaukee.

We used striking post-war black-and-white photography and added touches of Milwaukee’s proprietary red to represent the part those tools played in creating our cities.

WINNER: Creative Circus Student Show Copywriting Prize & Students’ Choice 2017

AD: Ed Diaz

Print

Social + Mail + Experiential tell the story of a town Milwaukee helped build. We bathe Milwaukee’s red light onto a Milwaukee-constructed building. Locals (and Milwaukee’s IG followers) can learn about the history of the building. Direct mail coupons are also sent to inhabitants - these have cool cutouts with red cellophane in the hole to let people see their neighborhood in red.

OOH + Guerilla further hammer home the role Milwaukee played in building a town. A pop-up museum features photography celebrating the beauty found in American suburbia.