Creative Concepts
Liquid Nails’ ‘If you can take it, it’s yours’ campaign
The campaign is conceptualised by Howatson+Company
In a daring and brilliantly executed stunt, Selleys’ Liquid Nails took its brand promise quite literally with a new campaign titled “If You Can Take It, It’s Yours.” Conceptualised by Howatson+Company, the campaign turned a simple product demonstration into a full-fledged public challenge, transforming an outdoor billboard into a real-world strength test.
The concept was as bold as it was simple: a variety of valuable items, including a kayak, an arcade machine, and even a 2.8-metre marlin, were firmly attached to a large billboard using Liquid Nails adhesive. The public was invited to try their luck: anyone who could detach an item could keep it. The spectacle immediately drew curious onlookers and participants eager to test the claim and the glue.
As people tugged, pulled, and climbed in their attempts to break the bond, it quickly became evident that Liquid Nails wasn’t budging. Despite repeated and creative efforts, no one managed to remove a single object. The result? A live, unfiltered demonstration of the adhesive’s unmatched strength.
The activation was directed by James Dive and supported by an integrated rollout across social media, PR, and influencer channels. Videos captured people’s reactions and futile attempts, amplifying the campaign’s reach and sparking widespread conversation both online and offline.
At its core, the campaign stripped away marketing exaggeration and let the product speak for itself – or, in this case, hold on for itself. By inviting the public to physically challenge its claim, Liquid Nails turned performance proof into entertainment, reinforcing its message of reliability, endurance, and strength in a way that few ads could match.