Snap-on wanted to generate excitement for a new line of MonsterLithium Power Tools blending nostalgia for a popular counter-culture movement with new-age technology. We delivered. Working with noted artist “Dirty Donny” — whose classic Rat Fink-inspired style transcends age groups — we created launch materials featuring illustrations that captured the ferocious power of the MonsterLithium line-up. The illustrations brought life to the launch materials and captivated audiences through meet-and-greets, car wraps, lift gates and more. So much, in fact, that people weren’t just buying the tools. They were tattooing the campaign art onto their bodies.