3M Scotch Magic Tape: Magic

June 02, 2010Filed under Print and Office Equipment
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Like magic. 3M

Brief: Among 3M magic tape's many benefits are that it adheres well and leaves no residue. A package wrapped with magic tape that appears to be completely seamless raises consumer awareness about the benefits of magic tape.
Solution: Tape is a simple, ubiquitous product that needs little introduction. We wanted to catch the consumer’s interest and set our product apart from the competition by creating a clever, minimalist advertisement. At first glance, our magic box looks like an ordinary package. The missing lines spark the viewer’s interest, asking them to take a second look and make the connection between the product, copy, and visual.

Advertising Agency:Diamond Ogilvy, Seoul, South Korea
Executive Creative Director:Wain Choi
Creative Director:Yeonjoo Shin
Art Director:Jinwook Jung
Copywriter:Andy Kim
Photographer:Seunghyun Byun
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