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.