Scotch Magic Tape
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Corporate Name of Client: 3M Deutschland GmbH
Client Account Director: Imke Jendrosch
Agency: Kolle Rebbe, Hamburg
Group Creative Director: Rolf Leger
Executive Creative Director: Sascha Hanke
Creative Director: Alexander Hesslein
Copywriter: Tim Bozek
Art Director: Zillah Beese
Project Manager: Daniel Priess
Production: Martin Lühe
Final Artwork: Mareike Dörries
Description of the Project:
THE BRIEF The Invisible Tape by Scotch is the tape that makes tears on paper magically disappear. The task was to demonstrate the advantages of the product in a unique way and make packaging and POS materials visually stand out among similar competitor products. THE IDEA To make Invisible Tape a fascinating experience; even before the actual usage we developed a packaging that makes the tape itself magically dissapear. THE SOLUTION The disappearance effect was achieved due to a specially designed ultra thin mirror. Placed inside the packaging, it created an ilusion of a seemingly empty box. Since the mirror is tilted, it formed the area inside the package where the product was 'invisibly“ stowed.