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.
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