Celebrating tough women on Women’s Day for a global tools manufacturing brand

With the aim of “screwing up” the stereotypes around a woman’s capabilities to effectively use hand tools, we launched a bold campaign on Women’s Day for our partner BLACK+DECKER, which is a part of the Stanley Black and Decker Group.   

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Men are still preferred and trusted more to do house chores involving the use of hand and power tools. This insight helped us kick off the campaign with a 30-second ad film that showed a wife using BLACK+DECKER’s BD40 cordless screwdriver to put together the furniture at her home effortlessly. When questioned by her husband, she responds sarcastically, saying she “screwed it up.” 

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The campaign resonated with the new generation of independent young women, earning more than 3 times the predicted reach and generating a 30% spike in sales for our partner, proving once again that the #GirlsGetItDone!