| Title | MAGIC TAPE |
| Brand | SCOTCH / 3M |
| Product/Service | SCOTCH MAGIC TAPE |
| Category |
D03. NON-FOOD |
|
Entrant Company
|
KOLLE REBBE Hamburg, GERMANY
|
|
Advertising Agency
|
KOLLE REBBE Hamburg, GERMANY
|
Credits
| Sascha Hanke |
Kolle Rebbe Gmbh |
Execitive Account Manager |
| Rolf Leger |
Kolle Rebbe Gmbh |
Unit Creative Director |
| Alexander Hesslein |
Kolle Rebbe Gmbh |
Creative Director |
| Daniel Priess |
Kolle Rebbe Gmbh |
Account Management |
| Zillah Beese |
Kolle Rebbe Gmbh |
Art Director |
| Tim Bozek |
Kolle Rebbe Gmbh |
Copywriter |
| Martin Lühe |
Kolle Rebbe Gmbh |
Production Manager |
| Mareike Dörries |
Kolle Rebbe Gmbh |
Final Artwork |
Brief Explanation
To make the Invisible Tape a fascinating experience even before the actual usage we developed packaging that makes the tape itself magically disappear.
The Brief
The Invisible Tape by Scotch is the tape that makes tears in 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.
How the final design was conceived
The disappearance effect was achieved using a specially designed ultra-thin mirror. Placed inside the packaging, it created the illusion of an empty box. Since the mirror is tilted, it formed the area inside the package where the product was ‘invisibly’ stowed.
Indication of how successful the outcome was in the market
The tape might be invisible, the success isn’t. The packaging used in various test markets was extremely popular and the product was sold out within a few weeks. Dozens of retailers listed our special packaging in their product range. The packaging also received many positive responses from bloggers and opinion leaders in the DIY sector.