Selleys have put their famous Liquid Nails to the ultimate test — by gluing a range of objects, including a kayak, an arcade machine and a 2.8-metre marlin, to an outdoor billboard and inviting the public to try and take them.
Crowds gathered as Aussies – from tradies to influencers – pulled, pried and grunted in an effort to win the glued-down prizes. None succeeded, proving Selleys’ long-held brand truth: If it’s Selleys, it works.
Turning product confidence into a spectacle
Directed by James Dive, the stunt transformed product testing into public entertainment, generating massive on-site engagement and viral creator content across social platforms.
How did the public react?
The challenge drew crowds eager to test their strength — from tradies to fitness influencers — all trying and failing to pry off the bonded items. The tension, laughter, and shared disbelief made it pure experiential gold.
Amplified through OOH, PR and influencer content
Social films, PR coverage, and creator partnerships extended the stunt’s reach far beyond the street. It became a nationwide conversation about product trust — with audiences celebrating failure as proof of success.
What makes this a masterclass in OOH creativity?
By fusing billboard spectacle with live participation, Selleys blurred the line between media and experience. It’s proof that when confidence meets creativity, even glue can go viral.
FAQs about this campaign
What is the Selleys ‘If You Can Take It, It’s Yours’ campaign?
A daring OOH stunt where Selleys glued real objects to a billboard using Liquid Nails, inviting the public to try and take them.
What objects were glued to the billboard?
A kayak, an arcade machine, and a 2.8-metre marlin were among the items firmly attached.
Did anyone manage to take the items?
No one succeeded, proving Selleys’ slogan true — If it’s Selleys, it works.
Who directed the campaign?
The stunt was directed by James Dive and supported by social, PR, and influencer content.
How does it relate to OOH and experiential marketing?
It combines real-world participation, influencer amplification, and earned media — a prime example of experiential OOH at work.
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