Brief Explanation

Challenges: Client’s tight advertising budget and finding a benefit that would be relevant to the Client’s primary customers (art students). Key objectives: Drive awareness and sales of 3M Post-it note.

The Brief

Create an ad for 3M Post-it note that doesn’t look like an ad to appeal to customers that primarily come from art colleges nearby the Client’s retail outlets.

How the final design was conceived

Without a list to help you remember important tasks/things, you’ll lose focus and everything in your head is messed up. To demonstrate this, we created 3 posters out of items that represent things you have to do, bring or buy. These were randomly mixed and piled together, which resulted in a graphic visual of the state of your mind. “Organise your head” on a 3M Post-it highlights the solution to this chaos. This creative execution created ads that look more like art posters. Plus, the highlighted benefit relates well with students who always have a lot in their heads.

Indication of how successful the outcome was in the market

Out of the 15 stores where these posters were put up, 9 stores sold their 4-month 3M Post-it stock in 18 days. The other 6 stores sold their 4-month stock in 35 days. Several customers requested a copy of the poster as an art collectible.