Create two different ad campaigns with different concepts and tones for 3M duct tape. One campaign must appeal to a young and creative audience, while the other must appeal to renovators and DIY-ers.

Creating one design for a younger audience that is relatable, quirky, and upbeat. Primary research was conducted on public forums, where the question, “What’s the weirdest thing you used duct tape for?” was asked. The personal stories allow this younger audience to feel heard. The other approach for renovators and DIY-ers is optimistic, confident, and practical. This design features duct tape animals to symbolize 3M duct tape’s most notable features. These ads allow these homeowners to feel safe and secure.

For the “Personal Experience” campaign, public screens and Instagram ads are used as the media channels because younger audiences flock to cities for new experiences and consistently use social media. For the “Symbolic Features” campaign, city billboards are used as the media channels because renovators and DIY-ers would pass these ads on their commute to work.