Rethink, an acclaimed advertising agency based in Vancouver, recently orchestrated a striking demonstration that captured attention. The agency’s client, a security company showcasing the durability of 3M unbreakable glass, collaborated with Rethink on a creative campaign. At a bus shelter, Rethink ingeniously placed stacks of money, amounting to approximately $3 million, securely enclosed between layers of the unbreakable glass, with a simple “3M unbreakable glass” logo displayed.
The setup was left unattended on the street with a video camera recording the scene. Passersby were intrigued and attempted to break the glass by kicking and hitting it. Despite the forceful attempts, the unbreakable glass remained intact, proving its strength and resilience. The unconventional demonstration garnered significant media coverage, valued at around $1 million, attracting attention from outlets like the National Post, which dedicated a full-page feature to the attention-grabbing stunt.
This unique product showcase, taking place in a public setting, not only showcased the product’s capabilities but also engaged the public directly in the experience, making it a memorable and effective marketing strategy that resonated globally.