Melbourne. April 22, 2026: Australian independent, social first agency, Kill Boring Dead, has announced that its campaign Loctite’s Museum of Second Chances is the Winner of the Webby Award in Social & Games – Weird Category at the 30th Annual Webby Awards. KBD also picked up a second nomination in Arts, Culture & Lifestyle (up against Wicked, Taylor Swift and The Beatles) for Loctite’s Museum of Second Chances and a Webby Honoree for Daikin’s Dennis, Donna & Dave in Best Content Series.
Hailed as the “Internet’s highest honour” by The New York Times, The Webby Awards, presented by the International Academy of Digital Arts and Sciences (IADAS), is the leading international awards organisation honouring excellence on the Internet.
“Kill Boring Dead isn’t just shaping the Internet, they’re redefining it,” said Nick Borenstein, General Manager of The Webby Awards. “This honour celebrates the fearless creativity and sharp execution that make their work an unmistakable force online.”
Marcus Willis, CEO Kill Boring Dead, said: “Winning a Webby for ‘Weird’ feels like finally getting a gold star for all the stuff teachers told us to stop doing, and is basically the internet saying ‘don’t change a thing’ about our business model, which is dangerous encouragement.
“The Museum of Second Chances was built on gloriously weird ideas, we made a museum for broken things and gave them a second chance, so it’s nice to see the internet agree with our questionable judgement. Huge credit to KBD’s team and to our client, Loctite for backing our idea and letting us make something unapologetically odd. Turns out, if you stick with the weird long enough, it sticks back.
“And don’t even get me started about being up against global icons like Taylor and The Beatles…nominations for Arts & Culture and Best Content series are equally as sweet, not bad for an independent agency from Australia,” Willis concluded.
Rosie Brown, Head of Strategy at Kill Boring Dead, added: “We meet a lot of brands who are nervous about whether a big creative idea can actually deliver the same cut-through as a heavy 80/20 media split. Our job is to show them there’s a bolder, smarter way to think about it. One that’s backed by culture, insight and data, but that also cuts through in a genuinely competitive space. What I’m most proud of right now is that more and more clients are coming to us with an appetite for creativity and bigger thinking and leaving feeling confident that every decision we’ve made for them is grounded in evidence, not just instinct.”
Anemicke Du Plessis, Loctite Brand Manager at Henkel, said: “Working with KBD has been the best agency experience I’ve had since moving to Australia in 2018. The team brought clarity, creativity and care to every step of the process, and it shows in the work. It’s rare to feel this supported and aligned throughout a project. They’ve set a new standard for what a creative partnership can look like.”
Shanice Leung, Experience Lead at Kill Boring Dead, said: “I may not know what the 4Cs mean, but I know how to make a scroll-stopping idea that will cut through on social.”
The Webby Award Winners 2026 were selected by a judging body of Internet industry experts, and this year covered 13,000+ entries from over 70 countries, and with over 4.6 million votes from 940,000+ people.
Kill Boring Dead will be honoured at the 30th Annual Webby Awards ceremony in New York City on May 11th, hosted by comedian and creator, Josh Johnson, and where winners will have an opportunity to deliver one of The Webby Awards’ famous 5-Word Speeches.
The Webbys cap off a defining twelve months for KBD, expanding its client roster to include Red Rooster, Carman’s Kitchen, Bank of Queensland, Cathay Pacific and Advil, alongside appointing a new General Manager appointment in Nel Wolf.
“Three Webby recognitions for work that refuses to play it safe is a fitting anchor to that growth,” said Willis.
