3M Scotch Magic Tape: Magic
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, Korea
Executive Creative Director: Wain Choi
Creative Director: Yeonjoo Shin
Art Director: Jinwook Jung
Copywriter: Andy Kim
Photographer: Seunghyun Byun
Published: October 2009
23 Comments
Well that's just a lie..
Help me here. Don´t get it.
La caja está sellada con cinta 3M
pero la cinta tiene una textura especial que no se nota para nada =)
The edges of the box are "sealed" closed so tightly with Scotch, it feels like it doesn't have any edges.
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
Excelente... Simple y directo... Me gusta
Muy bueno, no? :)
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Casi casi
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simple and good but not efffective
Extremely forced. No wonder it needed explanation.
Smart
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brandon
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Se quedó muy corto, no tiene onda.
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a stretch
Difficult to understand
Alexander Bickov - Freelance web designer | Twitter | Facebook | Creative ideas
I feel like their attempt to explain the idea actually confused people. It's simple; I like it.
it's hard to get it
i just like the product shot :p
mrckais
Art direction is SO 2003, as is hyperbolic advertising !
:(
4/10 stars.
....i don' like the idea,good one is easy to understand,but it is not
One of many...
All the guys of Diamond Ogilvy have voted this ad I guess...
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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concept isn't obvious enough...
GREAT WORK.... CONGRATULATIONS