# Broken Tears Glue Ads The Fewikwik Instant Adhesive Campaign Cleverly Visualizes Material Loss By Meghan Young | Published 2014-07-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/fewikwik-instant-adhesive References: [adeevee](http://www.adeevee.com/2014/07/fewikwik-instant-adesive-teapot-vase-wine-glass-print/) & [ogilvy](http://www.ogilvy.com) People can't be ashamed of shedding a few tears when their cherished items are accidentally broken, as is beautifully illustrated in the Fewikwik Instant Adhesive ad campaign. The minimalist images depict a woman crying, yet those aren't typical tears. Instead, they take on the form of the tea pot, vase and glass she is mourning over. The Fewikwik Instant Adhesive ad campaign was conceived and executed by [Ogilvy & Mather](https://www.trendhunter.com/trends/hiders-keepers), an ad agency based in Mumbai, India. Art directed by Harshik Suraiya with creative direction by Harshad Rajadhyaksha and Kainaz Karmakar, the black and white images were illustrated by Vishakha Modak. The print ads are so simple and visually striking, a person might be tempted to frame one as a piece of home or office decor. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 15% | Activity: 42% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Minimalist Advertising:** Opportunity for brands to use simplistic and visually striking ad campaigns to catch consumers' attention. - **Emotional Marketing:** Brands can capitalize on using emotions, such as sadness and nostalgia, to create a deeper connection with consumers. - **Visual Storytelling:** Opportunity for brands to convey powerful messages and narratives through impactful visual images. ### Industries Being Reshaped - **Advertising:** Opportunity for ad agencies to create innovative campaigns that resonate with consumers using minimalist and emotional approaches. - **Art and Design:** Artists and designers can explore the use of visual storytelling to communicate ideas and evoke emotions in a powerful way. - **Home Decor:** Brands in the home decor industry can leverage minimalist and visually striking ad campaigns to promote their products as artistic expressions. ## Related on Trend Hunter - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Handmade Dating App Ads](https://www.trendhunter.com/trends/get-paired-with-paird.md) - [Furniture-Honoring Campaigns](https://www.trendhunter.com/trends/wherever-life-goes.md) - [Feel-Good Ad Campaigns](https://www.trendhunter.com/trends/make-life-brighter.md) - [Ice Cream Popsicle Campaigns](https://www.trendhunter.com/trends/devoured-campaign.md) - [Comical Love-Inspired Food Ads](https://www.trendhunter.com/trends/burger-king-loveinspired-ads.md) - [Mobile Device Durability Ads](https://www.trendhunter.com/trends/apple-trust-issues.md) - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md) - [Cookie-Inspired Vanilla Creme Tubes](https://www.trendhunter.com/trends/broken-cookies.md)