Henkel wanted to spread awareness of their latest cutting fluid and show that bacteria doesn’t stand a chance. They partnered with diewildeehderwerbung, an advertising agency located in Düsseldorf and developed this guerrilla campaign.
They placed many fist-sized pink balls with suction cups on the windows of an exhibition hall. The pink balls resembled bacteria and each ball contained a small message with a call-to-action to visit the website for more information.
This guerrilla campaign got onlookers to take notice and play with the bacteria balls. Initial curiosity turned into excitement as people started taking them inside and playing with them. Not a single bacteria was left on the glass.