BLACK+DECKER launches #ScrewItUp campaign on International Women’s Day

Created and conceptualised by Schbang, the campaign uses witty wordplay to shatter stereotypes


Bangalore : On the occasion of International Women’s Day, BLACK+DECKER, a division of Stanley Black and Decker and a market leader in hand tools and power tools, launched the #ScrewItUp campaign. The campaign’s main goal is to smash the myths surrounding women in the workplace.

But, even though modern women have more opportunities than ever before to forge their own paths, the stereotype persists that men are better at utilising tools around the house. Women are stereotyped as being clumsy and unable to complete even the most basic of tasks, such as changing a light bulb or assembling furniture. The brand makes clever use of this observation by redefining what it means for women to #ScrewItUp when working with hardware.

The 30-second clip was produced and conceived by Schbang, and it features a woman putting together furniture at home while her husband claims he’d rather do it himself because she’ll inevitably mess it up. She uses the BLACK+DECKER BD40 cordless screwdriver to show him wrong and says sarcastically, “Screwed it up.”

A long-held misconception that women are unable to use tools was finally killed by the ad.

On the conceptualisation, Sushant Vithaldas, Business Head, Schbang Bangalore said “For Women’s Day, our goal was to showcase the familiarity and comfort around a Do-it-Yourself approach to basic home improvement which are often overlooked or underestimated for women at home. Our campaign goes beyond simply breaking down these stereotypes. By creating the hashtag #ScrewItUp, we transformed a phrase that has traditionally been associated with negativity or lack of ability into a positive celebration of her self-sufficiency.”