Title | EARWORM BILLBOARDS |
Brand | 3M |
Product / Service | 3M |
Category | G01. Typography |
Entrant | CHEIL WORLDWIDE Hong Kong, HONG KONG |
Idea Creation | CHEIL WORLDWIDE Hong Kong, HONG KONG |
Idea Creation 2 | CHEIL WORLDWIDE Frankfurt, GERMANY |
Media Placement | CHEIL WORLDWIDE Hong Kong, HONG KONG |
Production | CHEIL WORLDWIDE Hong Kong, HONG KONG |
Production 2 | CHEIL WORLDWIDE Frankfurt, GERMANY |
Name | Company | Position |
---|---|---|
Paul Chan | Cheil Worldwide, Hong Kong | Executive Creative Director |
Joern Welle | Cheil Worldwide, Germany | Executive Creative Director |
Thomas Schroeder | Cheil Worldwide, Germany | Executive Creative Director |
Arnab Biswas | Cheil Worldwide, Germany | Creative Director |
Ivan Au | Cheil Worldwide, Hong Kong | Associate Creative Director |
Chris Druecks | Cheil Worldwide, Germany | Senior Copywriter |
Rafael Magessi | Cheil Worldwide, Germany | Senior Art Director |
Daniel Baek | Cheil Worldwide, Germany | Art Director |
Trang Le Thu | Cheil Worldwide, Germany | Junior Art Director |
Buff Diss | Cheil Worldwide, Germany | Illustrator |
Jong Bin Lee | Cheil Worldwide, Germany | Business Director |
Michael Chan | Cheil Worldwide, Hong Kong | Senior Account Director |
Denise Chan | Cheil Worldwide, Hong Kong | Creative Service Associate Director |
Cindy Steigerwald | Cheil Worldwide, Germany | Film production |
Alexander Odenwalder | Cheil Worldwide, Germany | Film editing |
BILLBOARDS SO ADHESIVE, THEY STICK TO YOUR MIND. When it comes to sheer adhesiveness, nothing sticks with you as immediately and lasting as the melody of a classic pop hit song, or so-called “earworm”. That’s why we took the hooks of three of the catchiest tunes ever, and put them on numerous billboard sites 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 went on air during the annual HK Walls street art festival at the end of March 2017. Each poster was hand-lettered with real 3M duct tape by Buff Diss, one of the world’s leading tape-artists. Where possible, the actual tape rolls used for the taping were finally stuck to the billboard as a “live” pack shot. For poster sites where billboards had to be put behind a glass shelter, an alternate visual was used, featuring a printed pack shot. In this case, each individual headline needed to be carefully taped in a way that it precisely matched the position of the printed pack shot.
The impact of the campaign was threefold: 1) A completely new way of highlighting 3M Heavy Duty Duct Tape. 2) Better “stickiness” compared to average OHH campaigns, e.g. proven by numerous people taking spontaneous selfies in front of the billboards. 3) Most simple yet most effective 3M outdoor campaign to date.
3M Extra Heavy Duty Duct Tape is used by DIY-enthusiasts, professionals, and artists alike. An outdoor campaign with its high-public visibility promised to best fulfil the need to reach the broad target demographic while being very cost efficient at the same time. Integrating the product itself into the visual execution of the campaign offers the opportunity to further strengthen the message and uniqueness of the approach.