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The Earworm Billboards / 3M

Submitted By Joern Welle

Description

When it comes to sheer adhesiveness, nothing sticks with you like the melody of a classic smash hit song, or so called “earworm”. So, we took the hooks of three of the catchiest tunes ever, and put them on numerous billboards across Hong Kong to show the superior strength of 3M’s Extra Heavy Duty Duct Tape in a completely new and surprising way.
The billboards aired during the HK Walls street art festival, each billboard/poster being hand-lettered by one of the world’s leading tape-artists using the actual tape.

Objective

Relay the strength and versatility of 3M Extra Heavy Duty Duct Tape in appealing way to a public audience that comprises DIY enthusiasts and professional builders as well as street artists.

Technical Challenge

Each billboard/poster was hand lettered on-site to the site's specific requirements. Only the logo and tagline were printed on the otherwise white sheets. Where technically possible, the actual tape rolls used for the taping were finally stuck to the billboard as a “live” pack shot. At sites where billboards had to be put behind a glass shelter, an alternate visual was used that featured an additional printed pack shot. In those cases, the freehandedly taped headline had to exactly join the printed pack shot, creating from afar the optical illusion as if the pack shot was a real roll of duct tape.

Client

3M

Agency

Cheil Worldwide Germany
http://www.cheil.de

Media

Outdoor

Market

Home Appliances, Furniture and Gardening

Credits

Creative Director

Joern Welle, Arnab Biswas, Thomas Schroeder, Paul Chan, Roland Rudolf

Art Director

Arnab Biswas

Writer

Chris Druecks

Designer

Trang Le Thu, Daniel Baek

Illustrator

Buff Diss

Account Executive

Michael Chan, Jong Bin Lee

Agency Producer

Denise Chan

Views

11

 

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