WD-40
Challenge: Why should anyone want to buy WD-40?
WD-40 has the ability to get rid of rust as well as get things unstuck. We focused on showing how well the product works. WD-40 helps consumers make what was once old, rusty, or stuck work as good as new.
Art Director: Zane Sanders
Magazine ads let the customer read more and produce more about the product and orient themselves with the campaign. Given that none of our other pieces of this campaign have headlines or body copy, this is very important for our campaign.
Transit ads like this one, that uses a recognizable form of borrowed interest, will catch people’s eyes right away and not need further explanation.
Social media videos posted onto the WD-40 account would be a fun and unique way to extend this campaign and give life to the medieval facet of it while gaining attention of people online.
The whole experiential aspect of this campaign revolves around the Rust Knight. This will be a character that, in the right example, can be placed in a clear box around cities and every few minutes, WD-40 will come out of a sprinkler and de-rust him. In the left example, he will be a character used during the Medieval Times shows at certain locations. His story will always end with him finding WD-40 and de-rusting himself with it. He can also be simply placed as a statue and people that have WD-40 will be able to spray him and take the rust away.