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
Published: October 2009