Invisible No More: Making Lubricants Unignorable
From Invisible Billboards
Before the EZ Lang campaign, the brand had a few billboards floating around. They were bland, forgettable — even I barely noticed them. The category itself felt invisible, safe, and quiet.
To Unignorable
We knew safe wasn’t going to cut it. The work had to grab attention — make people stop, look, and maybe even laugh. The visuals became funny, sharp, and painfully relatable. They were the kind of thing you’d double-take on the street. And it worked: peers at publications started messaging us, just to say they’d finally seen the work. Not for a press release, not for clout. Just because it stood out.
We didn’t stop there. The “slippery” concept jumped from the billboards in the city to the beach with a giant EZ slip-n-slide. People weren’t just seeing the message anymore — they were living it. Walking by meant watching wipeouts, hearing laughter, maybe even joining in. La Union became our content studio — a user-generated content studio for us. Free organic engagement.
Content That Creates Itself
One would think that creating a local activation would mean low impact. After all, it was contained in a space. But we made sure that from the moment we planned it, we weren’t just designing a fun local experience — we were building a content machine. We knew the slip-n-slide would trigger onlookers to film fails and laughs, share them across TikTok and Facebook. We were right. Suddenly the campaign was everywhere — without us buying a single view. The audience was doing the work for us.
The Result
2 million organic impressions later, lubricants were no longer invisible. A product once stuck in shadows finally found its place in the mainstream spotlight.
Visibility isn’t enough. Ideas need to make people notice, understand, and share — without you pushing them. When work is rooted in culture, experience, and humor, even a taboo category can earn its place in the spotlight.
Hi, I'm Clarq
As a strategic brand builder and creative problem-solver, I bring 15 years of experience in brand management, team development, and fostering business relationships that drive lasting results.
