The glue we’re sticking to

Keraflex Maxi is not only Mapei’s strongest adhesive, but also the most powerful ceramic adhesive on the market. To showcase its strength and superior bonding, for Mapei we created a simple yet striking outdoor activation – “You break it, you take it”.
A gold tile worth €10,000 was glued with Keraflex Maxi, and passers-by were invited to try to pull it off and keep the gold if they succeeded.
Across ten Croatian cities, more than 5,000 people took the challenge, all reaching the same conclusion: “No way.”