PR Boxes
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Press Mailer
Client Ask
Create a limited-edition DIY kit to launch its new rotary tool in a fun, unexpected way that showcased versatility, encouraged hands-on creativity, and connected with everyday makers through humor and authenticity.
Strategy
Our strategy focused on repositioning Dremel from a traditional fix-it tool to a source of creative problem-solving and self-expression. The In Case of Emergency, Grab Dremel concept turned life’s “oh sh*t” moments into opportunities to create, combining clever messaging, playful design, and tactile experiences that highlighted how Dremel helps people make, fix, and invent in their own way.
Production
Activate produced branded hard-case kits with custom foam-cut interiors and playful messaging that set the tone for discovery. Each case featured Dremel’s new rotary tool, accessories, personalized welcome cards, Oh Shit Solutions advice cards with cheeky DIY tips, branded safety glasses, and a compact fix-it tin filled with DIY essentials. Every detail was crafted to embody Dremel’s inventive spirit and inspire creativity through humor and hands-on exploration.
Activation
