3M Outdoor, Ambient 3m Earworm Billboards by Cheil Seoul

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3m Earworm Billboards

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Industry Stationery
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient
Market South Korea
Agency Cheil Seoul
Released December 2016

Awards

ADFEST 2018
Design Lotus TYPOGRAPHY Bronze

Credits & Description

Brand: 3m Extra Heavy Duty Duct Tape
Company Entering : Cheil Worldwide, Hong Kong
Title : Earworm Billboards
Agency : Cheil Worldwide, Hong Kong
Global Chief Creative Officer : Malcom Poynton
Chief Creative Officer : Roland Rudolf
Executive Creative Director : Paul Chan/joern Welle/thomas Schroeder
Creative Director : Arnab Biswas
Associate Creative Director : Ivan Au
Senior Copywriter : Chris Druecks
Senior Art Director : Rafael Magessi/trang Le Thu
Art Director : Daniel Baek
Business Director : Jong Bin Lee
Senior Account Director : Michael Chan
Illustrator : Buff Diss
Film Production : Cindy Steigerwald
Film Editing : Alexander Odenwalder
Background overview :
Brief:
Show the superior strength and versatility of 3m’s all-purpose heavy duty duct tape which is used by diy-enthusiasts, professionals, and artists alike. Insight: 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”. Idea: billboards so adhesive, they stick to your mind. 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. Execution: 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.