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  • SUB CATEGORY :
    TYPOGRAPHY
  • COMPANY ENTERING :
    CHEIL WORLDWIDE, HONG KONG
  • TITLE :
    EARWORM BILLBOARDS
  • BRAND :
    3M
  • ADVERTISER :
    3M
  • 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.