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04.18.12

WD-40 print campaign

Print Ads, Business

From penetrating rusted bolts to removing gunk and grease and lubricating metal parts, WD-40 can do just about anything. Last year, Newport Beach, California-based O’Leary and Partners created a campaign about all the ways it helps to get the job done for auto enthusiasts. On the heels of that campaign’s success WD-40 asked the agency to expand it to construction and skilled professional trades. To keep it authentic, photographer Tim Tadder shot real workers on real worksites that were loud, dirty and breakroom-free—exactly the kind of places a can of WD-40 would be.

Josh Zipper, art director; Matt McNelis, senior writer; Eric Spiegler/Deidre McQuaide, executive creative directors; Tim Tadder, photographer.

www.olearyandpartn ... www.wd40.com