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3M Forever Sticking Billboards

When it comes to sheer adhesiveness, nothing sticks with you like the melody of a classic pop hit song, or so called “earworm”. That’s why 3M took the hooks of three of the catchiest tunes ever, and put them on numerous billboard sites across Hong Kong. Hand-lettered on-site by one of the world’s leading tape-artists using actual 3M duct tape, each billboard showed 3M’s sticking power in a unique way that’s as simple as memorable. Where possible, the actual tape rolls used for the taping where finally stuck to the billboard as a “live” pack shot. For poster sites where billboards had to be put behind a glass shelter, an alternate visual was used instead that featured a printed pack shot.

Advertiser: 3m Hong Kong

Brand: 3M

Creative Agency

Creative Agency: Cheil Germany

Copywriter: Chris Druecks

Art Director: Trang Le Thu, Daniel Baek, Ivan Au

Executive Creative Director: Joern Welle, Thomas Schroeder, Paul Chan

Chief Creative Officer: Roland Rudolf

Producer: Denise Chan

Senior Account Manager: Michael Chan

Senior Account Director: Jong Bin Lee

Category: Other