| Title | THINGS WE FORGET |
| Brand | 3M |
| Product / Service | POST-IT NOTES |
| Category | B03. Best use of Ambient Advertising: Small Scale Special Solutions |
| Entrant | BBDO PROXIMITY SINGAPORE, SINGAPORE |
| Entrant Company: | BBDO PROXIMITY SINGAPORE, SINGAPORE |
| Advertising Agency: | BBDO PROXIMITY SINGAPORE, SINGAPORE |
Credits | |
| Executive Creative Director | Jagdish Ramakrishnan |
| Copywriter | Joji Jacob |
| Advertiser's Supervisor | Jason Chua |
| Account Manager | Jehil Neo |
| Art Director | Joji Jacob/Sin Eng Lee |
| Illustrator | Joji Jacob |
| Photographer | Joji Jacob/Sin Eng Lee |
Post-it notes with simple messages were left in public places for passers-by to find. The messages were simple life-reminders, philosophy that we all know, but never get around to following – like eat mindfully, stand for something, walk the talk and not be too judgmental of others. Every day a new post-it note was added, and placed in a location that was fitting with the topic of the day. The blog gained a huge following on the net.