Kobalt tools are so easy to use and feel so good that once you pick them up, you won’t be able to put them down. In fact, they should require a warning label.

This is the concept behind our digital campaign to relaunch Lowe’s proprietary brand of tools. The campaign included a banner ads where tools are shown with warning labels, a website where users can browse an entire line of tools shot with the sex appeal of a sports car, and addictive rich media ads that let you “pick up” the tools and take them for a test drive.