Damage caused by nails, hammers and drills while hanging things on the walls is a widespread problem, but it's often underestimated because it's confined to a private, domestic setting.

To launch its new adhesive mounting solutions, tesa decided to bring outdoors this typically hidden, indoor issue.

Suddenly, in different areas of the city, commuters and other pedestrians met some mistreated walls that literally ran away from home, asking for help against the violence they had suffered for years at the hands of impromptu do-it-yourselfers.

Real domestic walls were built in public spaces in Turin, at a scale of 1:1, and left there between March 31st and April 4th.

An enormous, invisible problem, which is private but common to many people, became suddenly public and visible to everybody, attracting and engaging the public and local media interest. So tesa reached its aim, increasing the efficacy of its message: using smart adhesive solutions can easily save walls from unnecessary damage - making consumers smile and think at the same time.