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Magic

Agency: 
Published/Aired: 
October 2009
Description: 

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.

Like magic. 3M

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

Comments (23)

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Highest Rated

Charlie_12's picture
Charlie_12
Activity Score 97

GREAT WORK.... CONGRATULATIONS

michdec's picture
michdec
Activity Score 440

Well that's just a lie..

silvi's picture
silvi
Activity Score 4172

Help me here. Don´t get it.

rehpani's picture
rehpani
Activity Score 312

La caja está sellada con cinta 3M
pero la cinta tiene una textura especial que no se nota para nada =)

jawtok's picture
jawtok
Activity Score 183

The edges of the box are "sealed" closed so tightly with Scotch, it feels like it doesn't have any edges.

talkingisfree's picture
talkingisfree
Activity Score 2710

Is like the lockers campaign from Leo Burnett Thailand, or the one with the doors that you cannot open but applied to another product. Done

CreativeNinja's picture
CreativeNinja
Activity Score 133

Excelente... Simple y directo... Me gusta

mikeelrapido's picture
mikeelrapido
Activity Score 1929

Muy bueno, no? :)

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Gualcor's picture
Gualcor
Activity Score 978

Casi casi

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Stay low, move fast. Kill first, die last. 1 shot 1 kill, not luck, just skill.
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sandhya rao's picture
sandhya rao
Activity Score 217

simple and good but not efffective

ricklongo's picture
ricklongo
Activity Score 1244

Extremely forced. No wonder it needed explanation.

bknowlden's picture
bknowlden
Activity Score 3647

Smart

monsieurange's picture
monsieurange
Activity Score 520

Se quedó muy corto, no tiene onda.

park JH's picture
park JH
Activity Score 12

Good~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~http://blog.naver.com/hun1056/20099152672

kevgroat's picture
kevgroat
Activity Score 175

a stretch

alexander_bickov's picture
alexander_bickov
Activity Score 3279

Difficult to understand

maranca82's picture
maranca82
Activity Score 422

I feel like their attempt to explain the idea actually confused people. It's simple; I like it.

mrckais's picture
mrckais
Activity Score 417

it's hard to get it

i just like the product shot :p

mrckais

zerocool's picture
zerocool
Activity Score 455

Art direction is SO 2003, as is hyperbolic advertising !

:(

4/10 stars.

eastflyrc's picture
eastflyrc
Activity Score 10

....i don' like the idea,good one is easy to understand,but it is not

Hiperion's picture
Hiperion
Activity Score 3138

One of many...
All the guys of Diamond Ogilvy have voted this ad I guess...

rolling.stone's picture
rolling.stone
Activity Score 2741

without explanation it was not possible to understand this ad,

a good copy is needed because actual target audience wont get to read brief

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Guest's picture
Guest

concept isn't obvious enough...

Charlie_12's picture
Charlie_12
Activity Score 97

GREAT WORK.... CONGRATULATIONS

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