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. 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 were finally stuck to the billboard as a "live" packshot. For poster sites where billboards had to be put behind a glass shelter, an alternate visual was used instead that featured a printed packshot.

London International Award: 3x Gold, 1x Silver, 1x Bronze

Red Dot Design: Best-of-the-Best, 2x Red Dot

Epica: 2x Gold

Eurobest: Bronze

New York Festivals: Bronze, Shortlist

Chief Creative Officer: Roland Rudolf, Paul Chan

Executive Creative Director: Joern Welle, Thomas Schroeder

Creative Director: Arnab Biswas

Senior Copywriter: Chris Druecks

Senior Art Director: Rafael Maggessi

Junior Art Director: Trang Le Tu

Typographer: Arnab Biswas, Buff Diss

3M, Hong Kong

>Link to Official Case Website