Whoever said you have to listen to a song to hear it? Because the most powerful pop songs will start to play and stick in your head just by reading parts of their lyrics.

That’s why we turned the hooks of three famous pop hits into a brand message for 3M Extra Heavy Duty Duct Tape. Just through their iconic lyrics and the associated melodies people can’t get out of their heads, the catchy choruses prove not only the power of music, but also the ultimate stickiness of 3M.

3M licensed three famous pop hits, and let one of the world’s leading tape-artists, Australian “Buff Diss”, hand-letter each billboard on-site, using real 3M duct tape. 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, that featured 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 campaign ran for one week throughout Hong Kong City.

The impact of the campaign was threefold:

A completely new way of highlighting 3M Heavy Duty Duct Tape.

Better “stickiness” compared to average OHH campaigns, e.g. proven by numerous people taking spontaneous selfies in front of the billboards or starting humming while waiting for the bus.

Most simple yet most effective 3M outdoor campaign to date.