Art Director - Narain Kota | Copywriter - Tessa Warburton
Out Of Home Ad, Guerrilla Stunt & Social Media Tactics
The Problem
Get young couples to see sandpaper as a convenient solution to common household fixes and arguments
The Big Idea
3M saves Valentine’s Day for men who
let the day slip their mind, proving it
really can smooth over anything
The Insight
40% of women are disappointed on Valentine’s Day
The Final Execution
3m believes no surface is too rough and no issue is too big it can’t be smoothed over. That’s why they encourage their target to start finding solutions to their everyday problems with the tagline
"Smooth Things Over"
The Guerrilla Stunt
Create custom 3M Sandpaper Valentine's Day cards and place them around the city. The cards will be accompanied with signage that encourages people to pick up a card and a rose to give their loved ones.
The Social Media Tactic
On Valentine's day, we respond to tweets in the reality TV dating world. A rough place indeed.
