THE CHALLENGE: To broaden the perception of the brand. Shift people’s idea of Krazy Glue from a product that is only needed when something breaks, to a product that can be useful even when nothing breaks. All while keeping its main selling point: it’s cheaper, quicker and easier to fix rather than replace.
THE IDEA: A simple campaign that doesn’t show Krazy Glue as a product needed for when disaster strikes, but rather as a product needed for when inspiration strikes. Krazy Enough to Work showcased extreme (and cheap) solutions for modern luxuries. In turn, showing the product is as ideal for fixing possessions as it is for solving problems.
THE WORK:
