Silver, ADDY 2014

Client: SuperGlue

Challenge: Find a creative solution that reminds people about SuperGlue and its strong formula.

 

Insights: An ordinary, little tube of Superglue stays forgotten in every household’s junk drawer. It’s a simple tool with a powerful strength that’s called for upon an emergency. Like this tool, a simple touch between two clasped hands, young or old, says more about what it means to be a human being.

 

Solution: By showing the symbolic message of clasped hands through an old couple, mother and child, and same-sex couples, we’ll remind people that we shouldn’t take the little things in life, like hand-holding, for granted.