Leatherman Wingman Campaign
When Leatherman developed a new, value-priced tool called the Wingman, they saw it as an opportunity to reach beyond their core consumer to a broader, more youthful audience. Given the challenge, we quickly identified the path to certain success: 1) Squealing tires. 2) Loud, fiery explosions. 3) mustache grooming tips. The centerpiece of our campaign? A butt-kicking, problem-solving, Trans Am-driving superbro named – wait for it – The Wingman. His entertaining, in-your-face bravado extended to every element of the campaign, from Leatherman’s web and social media sites, to a toll-free Wingman helpline (1-855-MY-WINGMAN), to his own set of trading cards.