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 headlines and a clean, packaging-inspired visual, we reframe WD-40 as a single formula that protects, frees, stops, and removes thousands of ordinary and sometimes extraordinary problems.
Flipping Infuriating Fix-ups
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.
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