“The untamable tool”
Product Feature | Out of Home | Household
Gorilla Glue Speculative
Objective
Communicate that Gorilla Glue's strength can restore broken items to good-as-new functionality and appearance.
Insight
Sometimes it takes an animal's strength to fight the wildest of breaks. In the course of our lives, important things will inevitably get broken. It's natures way. But Gorilla glue fears no unruly break as it knows it is always a formidable opponent, an "untamable tool" that's stronger than nature.
Execution
Capitalizing on Gorilla Glue's brand equity and its tough, animal vibe, I built a three-piece campaign for a class to make Gorilla's case to audiences. Chaos will happen. Wild will happen. To deal with the aftermath, you need an equally wild glue. In my executions, I demonstrated how nature dictates that order will always be upended and things will tend to break.
Examples show the result of what happens when nature comes into contact with human-made, breakable things. The bear wins against the trash bin. The bull wins against the China shop. But the Gorilla's built tougher, and beats anything that tries to unleash chaos. My three executions, placed outdoors, put the chaos front and center with headlines that frame product as hero.