Post-it

Brief: Develop a headline-driven campaign for the brand Post-it.

Post-it was founded by two scientists who discovered a new adhesive that stuck lightly to surfaces but didn’t bond tightly to them. Trying to create a bookmark that could stick to paper but did not damage it, they invented the Post-it sticky notes. After seeing their creation, they found themselves writing messages to communicate around the office and saw the product's full potential.

For over 40 years, Post-its has helped people be more productive, communicate better and express themselves creatively.

Ages 24-30.

Singles that live with roommates or couples that are starting to live together.

Late college years or are already working. 

They have a very rushed life when it comes to school/work.

This group is just starting their independent lives. They are either singles or young couples. Growing up while the digital era was taking its peak, they carry a multitasking lifestyle that allows them to bounce between cellphones, iPads, laptops, and different devices. They are very ambitious and career-driven. They are very creative and enjoy spending their free time on activities such as photography, painting, and other creative outlets. This group is constantly striving for more in life-always looking for better careers, the latest trends, and better ways to do things.

Key message: Don't say it. Stick it.

Insight: People use post-its to leave reminders around their house/job. It could be for themselves or others. Sometimes it's easier to write something than say it to someone's face.

ADVE 731: Creative Copywriting for Advertising

Collaborators: Katiana Martinez & Annette González