LOCTITE "KINTSUGLUE"

ClientLOCTITE (HENKEL ADHESIVE TECHNOLOGIES)
Category A02. Other FMCG
TitleLOCTITE "KINTSUGLUE"
Product/ServiceLOCTITE KINTSUGLUE (ADHESIVE TECHNOLOGIES)
Entrant HEIMAT Berlin, GERMANY
Idea Creation HEIMAT Berlin, GERMANY
Production E+P FILMS Hamburg, GERMANY
Additional Company PIRATES 'N PARADISE Düsseldorf, GERMANY
Credits
Name Company Position
Guido Heffels HEIMAT, Berlin Chief Creative Officer
Matthias Storath HEIMAT, Berlin Chief Creative Officer
Ricardo Distefano HEIMAT, Berlin Creative Director
Julius Winter HEIMAT, Berlin Art Director (Senior)
Julia Kaminski HEIMAT, Berlin Copywriter (Senior)
Judith Schenk HEIMAT, Berlin Account Director
Kerstin Eva Bartos HEIMAT, Berlin Account Manager (Senior)
Kerstin Eva Bartos HEIMAT, Berlin Account Manager (Senior)
Maik Richter HEIMAT, Berlin Managing Director
Meike Kornrumpf HEIMAT, Berlin Agency Producer
Burak Heplevent E + P Films Executive Producer
Anja Wimmer E + P Films Producer
Peter Jacoby E Post Producion Producer
Sojiro & Eri Sojiro & Eri Director
Senzo Ueno E + P Films Director of Photography
Andreas Bardet E + P Films Editor
Berkan Ustalar Pirates n Paradies Film Grading
Tatsuki Saito Pirates n Paradies 3D Artist
Maximilian Olowinsky Supreme Music, Berlin Music Producer
Felix Müller Supreme Music, Berlin Music Producer

Write a short summary of what happens in the film

In our TVC we are taking people onto a fast journey into a crazy, colorful world, celebrating the powers of our new product – and the fact that we get to keep the items that we love. We see a guy repairing a cable with Loctite Kintsuglue. While he is looking at the result, he is being catapulted into a colorful new world. A song starts (“It’s perfect”), Kintsuglue Girl (a Japanese girl sitting on a throne), dancers and our guy are celebrating the product and its benefits.

Cultural/Context information for the jury

The concept as well as the product name were inspired by an old Japanese tradition. Kintsugi is the ancient technique of repairing broken porcelain with gold lacquer added to the glue. The philosophy behind Kintsugi is one that not only values the object, but also its imperfections, seeing them as something beautiful. By embracing this attitude, our new campaign motto was born: “It’s perfect”.