CHALLENGE:

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.

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.