Adhesive brand, Loctite, is hoping to change the way Australians think about things that are broken. The work began with an ongoing TikTok campaign that invites audiences to reimagine broken or discarded items and share them as “second chance” creations. On October 16, Loctite and creative agency, Kill Boring Dead, will also launch the Museum of Second Chances, a one-night-only brand experience at @14 Gallery in Collingwood, inviting audiences to bring repair back into culture. The full campaign will then use a mix of influencer content, UGC competition mechanics and experiential storytelling to connect with Gen Z and younger millennial audiences.
The Museum of Second Chances translates the digital-first campaign into a tangible brand experience. The museum experience includes:
· An analogue photo lab by Yuji Ohnishi and Martina’s Tiny Store, styled as a bespoke Loctite Glue Station.
· A live mosaic artwork created in real time by Melbourne artist Eric Sesto, constructed entirely with Loctite glue.
· A curated display of influencer Candy Brat’s viral craft creations, bridging TikTok culture with real-world artistry.
“At Loctite, we’re proud to champion a growing movement that celebrates the art of repair and the meaningful stories behind the things we hold dear,” stated Anemicke Du Plessis, Loctite brand manager. “This campaign connects digital storytelling with physical brand experience in a way that is authentic to our product and our audience.”
“The Museum of Second Chances is a love letter to craft, memory and repair,” added Kill Boring Dead. “By creating a space where Loctite’s TikTok storytelling comes to life, we’re showing how repair can be just as inspiring as starting anew – and positioning the brand at the heart of a cultural movement.”
The activation is supported by a national TikTok competition (running until October 20), with influencer partners, Martina Calvi and Candy Brat, driving engagement. The winner will be flown to Melbourne to attend the exhibition, with a $1,500 prize pack including flights, accommodation, and creative starter kit.
