This is a simulated work created for a module called "Advertising Communications" that I studied in the second year in Temasek Polytechnic. The assignment required us to come up with a suitable advertising campaign for a company of our choice, 3M.
 
THE MESSAGE:
My groupmates and I decided to focus on 3M Command's Unique Selling Point (USP): The adhesives are durable and easy to take off. However, instead of just placing a hook there and saying it wont drop easily, we decided to play on people's fear. More specifically, the fear of the adhesives ruining the surfaces of their homes. We decided to make use of the famous saying "See no evil, Hear no evil, Speak no evil" and change it to "See no fear, Feel no fear, Hear no fear". We then gave each ad a part; "See No Fear" for the print ads, "Feel no Fear" for the Outdoor ad, and "Hear no Fear" for the TVC ad.
 
PRINT ADS (SEE NO FEAR):
For the print ads, we decided to continue with the fear theme and use religious items to further enforce the fear and replicate the action of chasing away certain evil. However, to show that 3M Command can "chase away" the fear of surface damage, we place the 3M Command hook onto the items and took pictures with them. The religious items we used were the Catholic rosary, the Buddist beads, and the Wiccan incense.
*No religion was offended in the making of the print ads.

OUTDOOR AD (FEEL NO FEAR):
For the outdoor ad, we decided to build a box room that will be installed in public places like Orchard Road in Singapore. This is to ensure that the outdoor ad can reach out to as many people as possible. The inside of the box will be pitch black. Visitors will be lead to the centre of the room and in front of them will be 4 boxes. Inside the boxes will be small replicas of walls with holes and damaged surfaces. They will have to place their hands into each box to figure out what is in the box. This will lead to immense fear because it is pitch black and the feeling of the rough and damaged surfaces inside the boxes will send their minds into overdrive. However, when they reach the last box, inside will be a card with the 3M Command logo. Thus, this is a way to imply that 3M Command products can prevent their walls from feeling like the ones in the previous boxes. Then, a visualizer will project the 3M Command logo and tagline on a wall before they leave the room.

TVC (HEAR NO FEAR):
For the TVC, as a final way to play with people's fear through sounds, we have created a video that plays sounds effects that are horror themed. The loud and scary sound effect gets louder as it abruptly zooms in several times to show a picture falling off the wall. Because the sound effect is so shrill, it really makes one's hair stand while watching the video. The video ends off with the 3M Command logo.
 
- See the TVC here. 
  
Year: 2017