WD-40 is ubiquitous for solving all kinds of problems, but consumers who don’t fix cars for a living are less likely to purchase the product, simply because they don’t understand how it can help with their (highly specific) problems. To play into WD-40’s thousands of uses, we built a campaign that demonstrates just how many people benefit from WD-40 every day.
WD-40
To begin our campaign, we would launch a series of unique billboard ads clustered tightly together, so that people driving by would see several miles worth of WD-40’s benefits.
“The only solution that works on a chef’s faulty can opener and Santa’s sleigh.
WD-40’s unique formula makes it the perfect fit for problems with no perfect solutions. Whether you’re getting peanut butter out of a golden retriever’s fur or spraying down rockets for atmospheric flight, chances are you’ve needed (and probably used!) WD-40 at least once in your life.
Something needs to move and it isn’t? WD-40.
Something is wet and it shouldn’t be? WD-40.
Something is stuck in a place where it’s not wanted? It has to be WD-40.
Just about the only thing it can’t do is make things stay put (the story goes that’s what duct tape was invented for).
If there’s a problem that exists, then there’s a strong chance that WD-40 is the solution.”
Finally, to play into our concept of WD-40 being essential for many different types of people, we launch limited-edition cans of WD-40 dressed as the people that use them.
Emma Harden - Copywriter
Chris Schmidt - Art Director