Strata-G/EMA Cuts Straight to Creativity for SKIL Tools

Strata-G/Eric Mower + Associates sharpened their creative blades and clamped their brains to the bench to help SKIL Tools design a custom saw to commemorate the 75th anniversary of the Worm Drive SKILSAW as part of “The Saw that Built America” campaign.

The original Worm Drive SKILSAW 77, introduced in 1937, was used to help construct buildings, bridges and roads across the country. As the Model 77 evolved, it became the industry standard and earned a reputation for durability and dependability.

Strata-G/EMA was tasked with designing the look of a limited-edition commemorative saw, which is the star of a custom launch kit, also designed by the agency. A custom paint job revs up SKIL’s traditional brand colors to be brighter with a shimmery finish, and both the nameplate and the blade brandish a commemorative logo.

EMA/Strata-G and SKIL also collaborated with Paul Jr. Designs to design two Worm Drive SKILSAW custom motorcycles. One was unveiled at the National Hardware Show in Las Vegas on May 1 and the other will be auctioned off for charity. The custom chopper will be featured on the Discovery Channel’s “American Chopper: Senior vs. Junior” May 14 and May 21.

Strata-G/EMA produced a retrospective video that highlights the SKILSAW’s iconic history and key features. The agency created an online portal where visitors can watch the video, buy branded gear, and sign up for SKILSAW updates.

“It’s not every day we get asked to design a saw when working on a campaign,” said Jeff Bucalo, director of client services at Strata-G/EMA. “Together with SKIL, we married the history of the saw with a new creative look and built some great pieces.”
    

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