Challenge:The goal was to create an attention-grabbing campaign for Tesa pack ultra strong that plainly illustrates the product’s benefit. The communication was targeted on awareness for the product and its ultra strength.Strategy:To demonstrate the performance of Tesa pack ultra strong, we developed analogies for power and strengths. The clever bit: the motifs consist of 100% adhesive tape.Results:Since the campaign only started in spring 2008 we can’t provide any sales figures yet. However, by now Tesa got a great response for this campaign: the images became talk of the art-world. People couldn’t believe that the images where 100% tape but eventually they noticed that even the small lines are folded or rumpled tape. Tesa even got requests if the images are saleable.