WD-40 needed to move beyond the everyday DIYer and make inroads with professionals who use their products by the gallons.  The "Hands On" campaign was created to get more cans in the hands of skills-based workers.  Gain their loyality and use their voices.
More than just a spray to end sticks and squeaks, WD-40 is a complete line of professional products to get the job, any job done.  The campaign needed to extend beyond its general purpose image and get into the specifics.
When WD-40 introduced Spray & Stay Gel Lubricant, a viral social campaign was created, using historical figure Sir Issac Newton to speak out against the troubles Wd-40 users find with gravity.  He went on tour helping professionals everywhere "stick it to gravity."
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