A kayak, an arcade machine or a barbecue are the heavy objects that Australians have tried to unstick from a wall in the new street marketing campaign by the adhesive brand Selleys. With it he wanted to demonstrate that his Liquid Nails product is one of the most resistant glues on the market by inviting the public to put it to the test.

The campaign, devised by the agency Howatson+Company, has turned product testing into an advertising action in itself, by pasting a mix of everyday objects, and others not so much, on a giant outdoor billboard. The creativity has invited users to try to take off the items, with the text “If you can take it, it’s yours.”

Selleys has created a series of audiovisual pieces that feature users accepting the challenge and attempting to detach the objects. The videos are a compendium of grunts, struggles and gasps and immovable items that position Selleys Liquid Nails as a powerful adhesive and reinforce the brand’s slogan “If it’s Selleys, it works.”

The campaign has also included the participation of content creators and influencers, who have shared videos in which they demonstrate how they have tried to take off the objects, without results. In their publications they reinforce the effectiveness of the product.

“Australians have trusted Selleys Liquid Nails for decades. This campaign turns that trust into a spectacle that everyone can see and touch, demonstrating the strength of our glue better than words.”; explained Erin Porter, Director of Integrated Marketing at Selleys Group, according to Little Black Book. “We don’t just tell people it works, we let them see it for themselves”.

For their part, the agency points out that the objective has been to bring Selleys’ claim to life. “It’s easy to make statements, but it’s harder to invite the entire country to prove you wrong.“said Dan Smith, Senior Art Director at Howatson+Company. “No tricks or special effects, just a brutal Australian effort against a glue pot. And the glue won”.