Danger
This campaign positions WD-40 as the emergency fix — not just for obvious mechanical problems, but for the unexpected, everyday messes that sneak up on all of us. With a visual twist on the iconic red cap (now a red alarm light), we signal that this can is always on high alert. Through exaggerated “Danger” headlines and a clean, packaging-inspired visual system, we reframe WD-40 as a single formula that protects, frees, stops, and removes thousands of ordinary and sometimes extraordinary problems.
Print ad to be made to connect the consumer to a potential use of WD-40, incorporating the idea of a squeaky mailbox when retrieving the magazine.
Billboard ad that would be made with rust detectors so that the emergency light goes on when rust is found in passing cars.
Transit ad to be made to connect a current consumer problem, such as gum on shoes, to WD-40 as the immediate solution.
For a product redesign, we want to add the red light concept to the physical packaging. By making the lid a shiny or reflective material as opposed to the typical matte plastic, the packaging will directly correlate to our campaign and be even more memorable for consumers when they see WD-40 in stores.
Instagram story ad to be made to incorporate a problem with the consumer’s physical device that WD-40 can fix, such as a dirty charging port.
The WD-40 emergency van will be available for a limited time to deliver WD-40’s in case of an emergency when you call this number: 1-800-WD40-NOW.
Co-Creative | Abigail Shavers