Strongmen vs Super Bonder creatively crosses different platforms to reach a very specific demographic with a single piece of content: a strength challenge.

To tell this story, we joined forces with the South American Strongmen Champion to create content that spread social media and YouTube.

This project also helped shine a light on the life of strongmen athletes in Brazil. Our product defeated them, but also made them a topic of conversation among our audience.

Super Bonder is a stablished product around the world. It's commonly used on households by regular people. But in Brazil, it's mainly targeted at professionals and construction workers who could use the extra strength on a daily basis.

With this as a setting we were capable of identifying a major challenge: reaching a large audience, that isn't very acquainted with social media (sometimes not even having mobile internet services) without a lot of money to splash on a TVC.

Strongmen vs Super Bonder is a clash of power between Loctite's famous glue and the strongest man of Latin America. To demonstrate the power of the new Super Bonder Ultra we avoided classical demos and challenged Marcos Ferrari, one of the strongest men in the world. How? We glued the objects that he normally lifts in his official competitions.

The challenge was broadcasted on the internet and watched by millions.

Between the giant and the tiny glue, we had a winner: the new Super Bonder Ultra, with only 20 grams.

We had to prove the strength of our product, to do so, we looked for a product demonstration that our target could appreciate: a clash of power against one of the strongest men in the world.

We challenged the strongman on social media and proceeded to spread our content on different platforms all around the internet.

The campaign started with the brand challenging the athlete. After that, we started teasing the audience with campaign content. Then, we proceeded to organize the challenge with strongmen equipment and a lot of Super Bonder.

After recording everything, we blasted social media with content for a couple months.

The campaign had amazing results. It reached millions, achieving 33,2 million views on social media with over 4 millions of interactions and registered a Google search increase of 530%. And of course the result that truly matters: 35% increase in sales during the campaign.