A tool for (almost) anything

The Toronto Tool Library — which is exactly what it sounds like — launches with a peculiar and preposterous campaign.
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Looking to correct any misconceptions about work tools being playthings for big boys, the Toronto Tool Library is out with a repositioning campaign that puts tools to unlikely uses.

And what, you might ask, is the tool library? It’s the equivalent of a book library for tools, and in Toronto they’re housed in a centre with four sites that collectively rent out 5,000 hand, power and gardening tools to members.

In the ad campaign developed by Fuse Marketing Group, tools take on a new meaning.

Take these examples of what you could do (but might not want to) with a tool rented from one of the library’s four locations: perfect a crème brûlée with a blow torch or, say, let kids pop balloons with a nail gun (yikes!) at a birthday party.

The Toronto Tool Library hopes the campaign will not only spread the value of a shared economy but will also grow membership in the four areas where it exists: Parkdale, Danforth, Downsview and an express shop on Spadina. It’s the first large-scale campaign of its kind for the Institute for a Resource-Based Economy (IRBE), the Toronto-based non-profit organization that runs the Toronto Tool Library.

Creative for the campaign includes three video ads and three print ads, and the media buy (handled by the Toronto Tool Library)  is mainly digital, with postings on social media (Instagram, Facebook and YouTube). As part of the organization’s community-sharing philosophy, the print ads will be posted across the city and on community boards.

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