3M - "Karma Chameleon "

Cheil Germany

Cheil Germany Schwalbach, Germany

Awards

10180

Brand: 3M
Country: Germany

Advertiser: 3M

Title	Karma Chameleon
Brief	Nothing is as sticky as the melody of a great pop song, or so-called “earworm”. That’s why 3M took the hooks of three of the catchiest tunes ever, and put them on billboard sites across Hong Kong. Individually hand-lettered by one of the world’s leading tape artists using actual 3M duct tape, each billboard showed 3M’s sticking power in a unique way that’s as simple as it is memorable. When it comes to sheer adhesiveness, nothing sticks with you like the melody of a classic pop hit song. That’s why 3M took the hooks of some of the catchiest tunes ever, and put them on numerous billboard sites across Hong Kong. They were individually hand-lettered on-site by one of the world’s leading tape-artists using actual 3M duct tape.
Agency	Cheil Germany
Campaign	The Adhesive Billboards That Keep Sticking In Your Mind
Advertiser	3M
Brand	3M
Date of First Broadcast/Publication	2017 / 5
Business Sector	Office Equipment
Story	When it comes to sheer adhesiveness, nothing sticks with you like the melody of a classic pop hit song, or so called “earworm”. That’s why 3M took the hooks of three of the catchiest tunes ever, and put them on numerous billboard sites across Hong Kong. Individually hand-lettered on-site by one of the world’s leading tape-artists using actual 3M duct tape, each billboard showed 3M’s sticking power in a unique way that’s as simple as memorable. Where possible, the actual tape rolls used for the taping where 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 instead that featured a printed pack shot.
Media Type	Billboard
Length	75 seconds
Client Supervisor	Andy Wong
Business Director	Jong Bin Lee
Creative Service Associate Director	Denise Chan
Global Chief Creative Officer	Malcom Poynton
Chief Creative Officer	Roland Rudolf
Executive Creative Directors	Paul Chan
Executive Creative Directors	Thomas Schroeder
Executive Creative Directors	Joern Welle
Creative Director	Arnab Biswas
Associate Creative Director	Ivan Au
Copywriter	Chris Druecks
Copywriter	Paul Chan
Art Director	Rafael Magessi
Art Directors	Daniel Baek
Art Directors	Trang Le Thu
Agency Producer	Cindy Steigerwald
Illustrator	Buff Diss
Typographers	Buff Diss
Typographer	Arnab Biswas