HENKEL | REALITY ADVERTISING | 2005
Proof Against Gravity, Streamed Live for 24 Hours / HENKEL "REALITY ADVERTISING"
A monitor, stuck to a wall. That's all this footage showed—and it ran nonstop for 24 hours straight. Brazil, 2005.
The problem
HENKEL's problem with selling its instant adhesive, Super Bonder, was simple. Every glue maker claims their product sticks really well. Nobody believes it anymore.
The insight
Sergio Valente at DDB Brasil focused on the internet. A TV commercial ends after 30 seconds. But a webcam doesn't have to end. If you keep the camera rolling long enough, it stops being a performance and becomes reality.
The idea
They glued a monitor to an office wall using nothing but Super Bonder, then streamed it live on a webcam for 24 hours straight. Anyone who visited the site could type a message, and it would appear instantly on the monitor stuck to the wall. It was a machine for proving the glue worked—right there, for anyone to see and check for themselves.
What happened
It won the Grand Prix in the Cyber category at the 2005 Cannes Lions.
Afterthought
It takes real nerve to pull off proof this simple back in 2005, when YouTube itself had barely been born. Somehow it feels like that monitor is still stuck to the wall, even after 20 years, not budging an inch.
Awards
- Cannes Lions Grand Prix 2005
Featured in
- The Egg Didn't Crack — 60 Years of Proof in ActionShowing, not telling. Why is this the one trick that never gets old?
