When SCRAP, a creative reuse organization, needed to create a standout fundraiser and campaign to promote it, Art Director Elissa Kevrekian and I were on the case. The results of our initial brainstorming? A raucous crafting showdown named Rebel Craft Rumble. Our ideas came to life in a variety of materials from emails and a microsite to crowd participation signs and a video opener. The theme also spawned a Twitter account and hashtags that continue to be used to promote the now-annual event.