Celebrate Pattex’s 70th anniversary and bring its new tagline Pattex Powers You to life through an activation that gives the milestone a contemporary feel, showcases the product’s role and directly involves the public.
Create Con Pattex è tutta un’altra musica, a concept that reinterpreted DIY through the language of music and found the ideal setting for the brand’s 70th anniversary at I-Days, one of Italy’s leading music festivals. At its heart was Pattex Space, a 25 sq m experiential stand facing the stage during the festival’s concerts, inspired by punk-rock culture and designed to combine product trial, play and content creation. Visitors could contribute to a collective anniversary mosaic, take part in Ring Toss and test Millechiodi with the Unpluggable Guitar: a unique installation developed with influencer duo I Du Toscani, featuring a guitar that could not be removed from its support.