WD-40
We all know what WD-40 is. It’s a staple in every man’s garage, shop, and home. We always see men using it but there are also plenty of uses for women. Some might even consider it a princess necessity.
Partner: Alexa Spahr
WD-40 is a multi-use spray and lubricator that is any handyman’s best friend. The “WD” stands for “water displacement” and the formula was perfected on the 40th attempt. WD-40 was originally designed to protect the outer skin of the Atlas Missile from rust and corrosion but employees found other uses for it and began sneaking it home.
Background
Target
WD-40’s online presence has a simple and masculine tone that targets a specific consumer but what about the “DIY Divas”?
Problem
Female DIY-ers between the ages of 24-40.
Since we are trying to show the unique ways to use WD-40, we decided to show someone using WD-40 who you would never expect to use it, Disney Princess.
Approach
Print Ad
When we think of WD-40 we think of it being used inside or on small things but who would’ve thought it has so many uses on a boat? We wanted to take advantage of the print ad to showcase all of the unique uses WD-40 has and show how far you can go when you use it.
Billboard
It’s no secret Rapunzel has a lot of hair. It’s hard to contain all that hair in one ad so what better way than a billboard that’s more than 70ft. in the air?
Instagram Post
WD-40 primarily uses its Instagram account to show various ways WD-40 is used by consumers. We decided to create this Instagram post to show how WD-40 is being used by an unlikely target, Disney princesses.
Bus Stop Poster
While people are waiting for the bus they can read the ad and learn how Mulan can make a man out of anyone with WD-40.