The Unfixable Crack

Client: Selley’s

Problem: Selleys Quick Fix Supa Glue is a multi-purpose and flexible glue used by DIYers around the home for use on wood,
ceramics, plastics and metals. It is the number one glue on the market and sets in 10 seconds. By demonstratating proof of product,
how can we help Selley’s sustain their market prescence?

Insight: The butt crack has long been the universal mascot for all tradesmen and handymen across Australia. And we, the Australian public,
have been the long-suffering bystanders will continue to endure this well-worn tradie trope with fondness.

Idea: By utilising different media placements, let’s highlight the speed at which Selley’s glue works by juxtaposing it with some other,
slower-to-fix cracks in a cheeky way (pardon the pun).