Crescent is synonymous with the adjustable wrench and has high brand awareness for it. But today’s Crescent tool line is also many more innovative and productive tools that make it easier for pros do their best work. And Crescent awareness for that? Nada.

In an industry ripe with hollow claims and chest-beating, Crescent chose to BE the badass, not claim to be. After all, say you’re a badass and you’re not. Rather, demonstrate innovation and let the Actions Speak louder.

Knowing the power of Actions Speak, we told our story everywhere, from digital, social, print, broadcast and tradeshows to POP displays.

We also capitalized on the power and shock value (ok, pun intended) of humor to cut through clutter and memorably communicate a key benefit of Crescent innovation. Like working with electricity and having eSHOK-GUARD at the end of your drill.

Say you’re a badass and you’re not. A true badass doesn’t brag. Rather, they’re approachable and help others by their own skilled example. Plus with so much brand brag out there, the badass loves brands that are like them - skilled, approachable and can share a good chuckle.