THE ASSIGNMENT WAS TO ADVERTISE A PRODUCT BY TELLING A STORY IN ONE SHOT FOR AN OUT OF HOME DESIGN SPACE. (BILLBOARD)

THE CONCEPT FOR THIS CAMPAIGN IS AN
EXAGGERATED PLAY ON THE PRODUCT’S FUNCTION
AS A NON-SLIP BOARD ADHESIVE. EACH SURFER
HAS GOTTEN THEMSELVES INTO A “STICKY SITUATION.”

THIS DIFFERENTIATED SAX WAX FROM OTHER WAX PRODUCTS BY ADDING HUMOR AND CHARACTER TO MAKE IT STAND OUT AMONG OTHER SURFING BRANDS. WE ALSO ALLOWED SURFING ENTHUSIASTS TO CREATE THEIR OWN STICKY SITUATION GIVING THE CAMPAIGN ANOTHER LEVEL OF CONSUMER ENGAGEMENT.