IF YOU CAN TAKE IT, IT’S YOURS

Selleys - If You Can Take It, It's Yours (Case Study) | Campaign 1. Background & Challenge: Selleys Liquid Nails is a powerhouse construction adhesive boasting 400kg of holding power per square meter, yet it was losing market share among professional builders who underestimated its strength for heavy-duty jobs. Because this audience has a highly tuned "bullshit-detector" and ignores marketing talk, the challenge was to bypass empty words and provide undeniable, physical proof of the product's extreme structural capabilities. 2. Creative Idea & Strategy: To prove the product's grit, the campaign leaned into the tradies' ego and the insight that "seeing is believing" by transforming a traditional billboard into an interactive public torture test. Heavy, high-value objects—including a kayak, an arcade machine, and a 2.8-meter marlin—were glued to the board using nothing but Selleys, accompanied by a simple challenge to Australia: "If you can take it, it’s yours." What looked like a static out-of-home site became a live spectacle where pedestrians, builders, and influencers tried and failed to pry the objects free. 3. Execution: Faking it was not an option; every item was glued directly to the billboard on a busy Sydney road with no bolts, tricks, or hidden supports. The campaign captured unscripted, raw footage of people—including Australia’s second-strongest man—heaving and swearing in vain against the adhesive bond. These authentic reactions formed the core of a viral social media campaign, extending the live brand experience far beyond the physical location without any need for resets or special effects. 4. Results & Impact: The campaign achieved cultural penetration and record-breaking commercial success, driving a 5% sales increase—the highest campaign-driven lift in Selleys' history. The stunt generated over 47 million video views, earned national news coverage from major outlets, and increased brand awareness by 12%. By letting the product speak for itself, Selleys definitively proved to the trade industry that "If it’s Selleys, it works." Credits: - Client: Selleys - Agency: Howatson+Company - Media Agency: IPG Mediabrands / Sydney - Production Company: Scoundrel / Sydney Copyright Notice: Content featured on this channel may be submitted by members of the advertising and creative community via email for editorial review and educational discussion. We respect the intellectual property rights of creators, agencies, production companies, and brands. If you are a rights holder and believe any content has been featured without appropriate authorization, please contact us and we will promptly review and remove the material upon request.