Brief

Howe Tools is an online power tool supplier. With a penchant for swearing their head off and being generally out of pocket. They needed a social and OOH campaign to demonstrate their USPs.

Their previous campaign got into trouble with the ASA for swearing and they wanted to avoid this. But they still wanted to keep their TOV and tagline ‘We swear by it’. It was my job, therefore, to swear without swearing.

Like a good boss-fearing employee, I said “No worries!”

Response

I came up with a grawlix-based concept — a common way to cover up swearing in comic books.