Henkel - Powertape: Push Up

Power Tape is an extra-strong, waterproof, multi-usage DIY adhesive tape. It represents a cult product with unlimited uses. In the US, Power Tape, more commonly known by the name of Duck Tape, is a cult product ever since it was part of the GI survival kit during the Second World War. Later on, it was even used for emergency repairs of the moon vehicle during an Apollo mission. Today it is the adhesive tape that is present in all American homes, as well as many films, TV series (24) and video clips (Depeche Mode “Wrong”). There is even a Duck Tape enthusiasts club: the ducktapeclub.com
However, in France Power Tape suffers from a chronic deficit of awareness, with an image of being a super-powerful product but without any emotional bond, and that consumers have difficulty identifying with. Super-powerful, super-waterproof. So what?
In 2009 Power Tape hopes to create an “electric jolt” in the market, and transform the product into the “Super Glue of adhesive tapes”. This means positioning it in the collective imagination as the “generic” of the category, something that it is indispensable to have at home.
How to impose Power Tape in the imagination and in people’s homes, when its usefulness is not a-priori obvious, and its possible uses, though infinite, remain little-known?
Starting from the principle that no classic communication device could demonstrate the infinite uses of Power Tape, DDB Paris has created a web-centered mechanism founded on the insight: 6 billion individuals, 6 billion uses for Power Tape. Which is yours?
The result has matched the ambition: a collection of 16 astonishing viral films to launch a cult saga. All the genres and all the styles are represented: documentary, Z-movies, independent films, jackass videos, amateur videos, surveillance cameras, animation, arty happenings, webcam videos, trailer… A collection of films created by Ace Norton_Daniel Wolfe_Double Zero_Victor Haegelin, Four young guns of Partizan, all members of the Dark Room collective. At the heart of the viral mechanism, a community video platform: www.powertape-peut.com