3M Duct Tape
3M Duct Tape is the campaign that sticks with you. This strategy derived from an ownable truth, 3M is at the top of dad’s minds when they need to fix something, no matter how hastily. In this campaign, we transform the brand’s personality to capture everyone’s inner dad and convince them that 3M is the staple solution to any quick fix. Primary audience = fathers. Secondary = those who seek advice from those old wise men.
AD & CW: Erica Goldsworthy
When are dad’s irritated most? Road trips. With all the relentless questions and the nonstop asking “are we there yet” we decided to combine the triggers of road trips with this campaign targeting dad’s through a facetious RV wrap.
Our poster ads expand upon the dad intellect as they highlight practical uses for 3M that let you save a dime.
On Instagram, we engage consumers with both animated videos and standard posts that suggest different ways three can be utilized by dads for fixing both tangible and intangible things.