WTF: How a New Adhesive Brand Became a Pop Culture Phenomenon

Creative idea

How do you launch a completely new brand in a highly contested but typically boring category like adhesives? If the brand is entirely new, could we name the product so that everyone would already be familiar with it? And could we make something as mundane as adhesives become part of popular culture? Enter WTF. World's Toughest Fix. We tapped into the passion points of our target audience: rowdy humor and rowdy music: creating the world's first lifestyle adhesive brand. The WTF mentality was showcased in tough and unique product design and naming, a strong anthem featuring Pasi & Anssi, and demonstrations of its toughness with influencers.

Brand name: WTF
Advertiser / client: Rakennnuskemia Oy
Product / service: WTF
Campaign name: WTF-World´s Toughest Fix
Agency network: INDEPENDENT AGENCY
Agency: hasan & partners, Helsinki
Additional company: hasan & partners
Production company: OneFX
Web address: https://worldstoughestfix.com/
Agency chief executive officer: Riku Vassinen
Executive creative director: Tobias Wacker
Creative director: Riku Vassinen
Strategic planner / strategist: Riku Vassinen
Music: Warner Music Finland Oy
Agency producer: Aleksi Koskinen
Additional company: Mikko Ikonen, Rakennuskemia OY, CEO Milla Ikonen, Rakennuskemia OY, Marketing Director Kristian Nurmi, Rakennuskemia OY, Graphic Designer Aki Eqvist, Warner Music Finland Oy, Producer Joonas Naskali, Warner Music Finland Oy, Producer Henri Kiviniemi, CEO, OneFX