Red Dot Design Award
Billboard Campaign

3M Forever Sticking Billboards

3M Forever Sticking Billboards | Red Dot Design Award

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A catchy tune sticks in the head. The billboard campaign for 3M duct tape took advantage of this phenomenon with an original approach. The hooks of three catchy pop songs were put on numerous billboards across Hong Kong. Australian tape artist Buff Diss hand-lettered each of those billboards using 3M duct tape. This immediate integration of the product into the execution of the campaign generated additional attention, highlighted the message and clearly illustrated the high level of adhesive strength as a key product feature.

Red Dot Design Award

  • Chief Creative Officer:
    Roland Rudolf
  • Client:
    3M, Hong Kong
  • Design:
    Cheil Germany GmbH, Schwalbach am Taunus, Germany
  • Executive Creative Direction:
    Jörn Welle, Thomas Schröder, Paul Chan
  • Copywriting:
    Chris Drücks
  • Creative Direction:
    Arnab Biswas
3M Forever Sticking Billboards | Red Dot Design Award