Hasta La Creative!

Grey launched a new campaign for 3M’s Post-it brand, extolling the virtues of handwritten notes to help people remember and complete tasks, entitled “Make it Stick,” the brand’s first campaign since 2013.

In the 30-second spot “Jump,” that task is tied to physically sticking a Post-it to the wall. A girl is seen placing increasingly higher Post-it notes on her bedroom wall, which is curious until we learn the reason. The next day she appears at basketball tryouts and is the first to demonstrate her vertical leap, placing a Post-it reading “Tomorrow I’ll jump even higher” on the backboard.

Tying the brand to such a task is a bit strange, as the stronger argument in writing things down physically involves improved retention and having an actual physical reminder to complete a task. Still, something about it works as a metaphorical demonstration of how the brand can help you complete a variety of tasks.

The premise of the campaign is based around a 2007 study entitled “The impact of commitment, accountability, and written goals on goal achievement,” which found that people are 42% more likely to complete a handwritten task, Jeff Hillins, global business director for 3M’s stationery and office supplies division, told AdAge. Lest you question the applicability of a study almost a decade old, 3M also commissioned a survey of Gen Z, (those born between 1995-2012), which found that 85 percent of email respondents said they learn best from a mix of digital and traditional learning tools, with 81 percent saying they’d feel limited by sticking just with digital. 

More to the point of the study, perhaps, is the first in an online documentary series. It tells the story of Imani Davis, a young poet whose craft benefitted from daily writing sessions. The spot documents Davis’ rise from anxiety-riddled student to aspiring young poet who performed at the Apollo, and the function Post-it notes have played in her writing process.

Proximity Russia pulls off the neat trick of finding a practical purpose for retargeted ads in its latest effort for 3M.

The agency collaborated with different banner networks in Russia to implement a technology that transforms retargeted banner ads into virtual post-it notes that users can customize. As Adweek points out, this turns retargeted banner ads’ weakness — they keep popping up, over and over again — into a strength, as it allows users to create messages to remind themselves of important information. Like the banner ads they replace, the notes follow users from site to site, but they turn what would be a nuisance into a useful tool. It’s a clever trick that doubles as a covert ad for 3M’s Post-it notes, illustrating their usefulness.

Credits:

Client: 3M
Marketing Supervisor: Sergey Smolentsev
Marketing Coordinator: Yulia Smirnova
Agency: Proximity Russia
Creative Director: Andrew Kontra
Senior Copywriters: Polina Zabrodskaya, Anna Migaleva
Senior Art Director: Fernando Muto
Business Development Director: Mikhail Vdovin
Digital Director: Alexander Makarovsky
Senior Account Manager: Polina Zvereva
Digital Production House: INDEE Interactive
Producer: Alexey Zinchenko
UI designer: Egor Bernikov
Coders: Arina Vernidub, Andrey Zakurdaev, Oleg Nikanorov

There’s a famous scene in Sleepless in Seattle where Meg Ryan’s character looks out the window and sees the Empire State Building all lit up with a heart in the windows, setting unrealistic expectations for every starry-eyed romantic in the free world. 

To celebrate White Day in South Korea (another romantic holiday a month after Valentine’s Day), agency Innored and Post-it were clearly inspired by Meg—creating a clever stunt that uses plenty of Post-its to communicate a man’s affection for his girlfriend. Watch as this resourceful dude has 250 messengers create a special message for his special lady:

With almost 2 million views on YouTube, it’s already a viral hit. As the guy places a Post-it on the window in front of her at the end with “OK?” on it, we’re all still wondering if she replies, “Uh, totally.”

Muito provavelmente, o marido de Emma discordaria que um Post-it é a melhor forma de capturar uma ideia antes que ela escape de nossa mente. Mas é exatamente esse conceito que a agência Noise, da Suíça, resolveu defender neste comercial feito para a 3M, com produção do estúdio Trikk17.

No filme, os blocos de Post-it são transformados em flipbooks para contar a história de um personagem que deixou uma ideia escapar e agora precisa enfrentar diversos obstáculos para conseguir capturá-la.

Os criativos do estúdio Trikk17 mostraram que o produto também é capaz de estimular a imaginação, apresentando-o como uma ferramenta criativa, e não apenas um bloco de anotações. O resultado ficou bem bacana.

Post originalmente publicado no Brainstorm #9
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