A new brand for a company no one knew they already loved.
3M had a problem: Everyone used their products and technology, but very few knew the role 3M had in making their day-to-day lives better.
With the help of Wolff Ollins and BBDO, a new brand and tagline aimed to change that. This was the first global brand campaign for 3M in more than 25 years.
In addition to the new tagline, some other key insights came about:
You’re never more than 10 feet away from 3M technology.
The average person uses 3M technology 100 times a day.
And then for the fun part. Bringing the new tagline and brand vision to life. I worked in a variety of mediums—digital, social, traditional advertising—to, ahem, apply this new brand vision to each of 3M’s five key business groups.
Deliverables ranged from a brand central training site to rewriting the business group pages to social posts conveying the new brand.
The result is a brand that demands attention and reminds people of the many ways 3M makes their lives better everyday.