Choruses of classic smash hit songs that instantly stick to one’s minds are put to a surprising use in a billboard campaign for 3M Duct Tape.
When it comes to sheer adhesiveness, nothing sticks with you like the melody of a classic smash hit song, or so called “earworm”.
That’s why we took the hooks of three of the catchiest tunes ever, and put them on numerous billboards across Hong Kong to show the superior strength of 3M’s Extra Heavy Duty Duct Tape in a completely new and surprising way.
The billboards went on air during the annual HK Walls street art festival at the end of March 2017, each poster being hand-lettered with actual duct tape by Buff Diss, one of the world’s leading tape-artists.
In some of the posters, even the pack shot was a real tape roll of 3m Extra Heavy Duty duct tape. Others featured a printed packshot, and the hand-taped headlines had to be carefully aligned to exactly match with the pre-printed part.