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The Craftsman Show

Making it out of the wild outback with just a screwdriver? Piece of cake for digital marketers (and for MacGyver, too)!

Why does it matter

1.  The real protagonists are Craftsman tools, turning Alan into a DIY phenomenon.
2.  Unlike any other reality TV show, a nice mix of offline marshlands and online water streams.


Screw*d is Craftsman’s latest digital campaign, targeting DIY -junkies. 
In an attempt to revamp its brand image, the Company has come up with a peculiar format for an online reality show. 
In the beginning, there was a DIY Facebook, and then came a man named Alan Weischedel, a man whose two left hands are embarrassingly useless, a man like most of us: completely incapable of any complex manual task. 
Unfortunately for Alan, he will be dropped in the wilderness, and the only way out is to develop a pinch of craftsmanship and assemble some sort of rescue means. 
Of course, an entire online community will be there to help out, assisting Alan with hints and pushing him closer to his final goal: the final 50’000 USD prize.

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