tesa® Packaging Tapes Awarded Silver Lion

This year’s International Advertising Festival in Cannes marked the first time that the Design Lions were awarded. The new distinction is granted for extraordinary design achievements. tesa was among the winners: Its new campaign for tesa® Ultra Strong Adhesive Packaging Tape won a Silver Lion.

tesapack® campaign: Boxer

The tesa® campaign focuses on the outstanding strength of tesa® Ultra Strong Packaging Tape, showing three motifs representing power: a boxer, a sumo wrestler and a bodybuilder. But what is most impressive about these ads is not the visual impact of their references to strength, but rather the special way they are created.

The ads are the result of cooperation between tesa, the leading agency Jung von Matt, and the American artist Mark Khaisman. Khaisman uses adhesive tape frequently in his work. For the ads that won the Silver Lion, he applied multiple layers of small pieces of tesa® packaging tape to a transparent pane that is illuminated from behind. This gradual process yielded almost photographic images that vividly depict tesa packaging tapes.

The overlapping layers of adhesive tape lend the pictures depth and a three-dimensional impression. Intentionally created wrinkles represent skin folds, body lines and motions in an extremely realistic way. And because the athletes depicted are methodically created directly from the ultra-strong tape itself, they also symbolise the many possible applications for which tesa® packaging tape can be used.

“This approach to making art is a perfect fit for tesa because our products are often used for creative processes,” explains Achim Franck, Marketing Director Consumer at tesa and the person responsible for the campaign. “These motifs are an aesthetically appealing statement on the quality of our products and represent the key values of the tesa brand at the same time. Winning the Silver Lion in Cannes shows that the campaign and brand are in harmony and are persuasive in their strength.”

This tesa® packaging tape campaign will be used internationally in both trade and consumer communications.