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Henkel Hits the Wall

Published on .

Henkel "Reality Advertising"
Talk about a marketing message that sticks. To tout the potency of Henkel's Super Bonder instant glue, DDB Brasil demonstrated the product in action by gluing a computer monitor to a wall, pointing a webcam at the gravity-defying unit and prompting web surfers to type in messages and watch their words appear on the monitor in real-time. "This project was an attractive and entertaining way to provide a 24-hour exposition of the real benefits of the product," says DDB Brasil creative director Sergio Valente. "The internet gave us a perfect opportunity to create real-time proof of Super Bonder's most famous benefit: that it sticks forever."
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