Gluing everyday objects.
Selleys Liquid Nails is asking the public to test its adhesive in a campaign via Howatson+Company.
The campaign glued everyday objects including a kayak, an arcade machine and a 2.8 metre mounted marlin to a giant outdoor billboard, telling the public that 'if you can take it, it's yours.'
“Australians have trusted Selleys Liquid Nails for decades," said Selleys Group head of integrated marketing Erin Porter.
"‘If You Can Take It, It’s Yours’ turns that confidence into a spectacle everyone can see and touch, proving our glue's strength far better than words ever could.
"We don’t just tell people it works, we let them see it for themselves."
The campaign was directed by James Dive.
It is supported by social films, PR, and influencer content.
“It’s easy to make claims, it’s harder to invite the entire country to prove you wrong," said Howatson+Company senior art director, Dan Smith.
"Gluing a kayak, an arcade machine and a marlin to a wall was about taking Selleys’ iconic ‘If It’s Selleys It Works’ line and screaming it loud.
"No tricks, no special effects just brute Aussie effort against a canister of glue. And the glue won.”
