3M Wonder - space150

Background

Despite creating solutions for virtually every aspect of modern life, 3M’s brand story was invisible to a new generation who only recognized its basic consumer staples. To compete for top talent and deepen enterprise relationships, the company had to pivot from its traditional culture of quiet science to active storytelling. This led to their first-ever global brand campaign, shifting the focus from individual products to a unifying narrative.

The Challenge

3M was widely recognized for its iconic products like Scotch Tape and Post-it Notes, but lacked awareness as a global innovation powerhouse. Our task: broaden relevance with a new generation of customers and prospective employees by proving that curiosity, not just products, is what defines the brand.

Our Approach

We developed Wonder, 3M’s first major brand campaign in over a decade, designed to spark curiosity and reposition the company as a driver of meaningful innovation.

Results

Wonder helped 3M realize 19% increase in brand favorability, 10% growth in purchase intent, and 15% growth in product favorability.

Work

A unified identity came to life through video, social, out-of-home, internal communications, and a website translated into 16 languages—all laddering back to the same idea: curiosity leads to breakthroughs.

Case Study

This case study reveals how we repositioned 3M, a company often associated with sticky notes and tape, as a groundbreaking scientific powerhouse. By posing ambitious questions and showcasing their diverse innovations—from reflective athletic wear to life-saving medical tech—we reignited global curiosity for the science that shapes our everyday lives.

Commute

This spot transforms a simple commute into a journey of curiosity, posing intriguing questions about our urban environment. Through captivating visuals, from roads talking to buses to buildings made with tape, we invite audiences to envision a world where the everyday is reimagined by breakthrough science. It culminates in a powerful visual metaphor for collective innovation, demonstrating how asking "what if" leads to groundbreaking "we" solutions.

Home

Dive into a world where everyday questions ignite revolutionary solutions within the home. This piece showcases 3M’s commitment to transforming ordinary living, from smart maintenance reminders and mindful cleaning to maximizing comfort and curb appeal through groundbreaking materials. It’s a glimpse into the future of home, shaped by endless curiosity.

Mountain Road

We crafted a visual narrative that sparks curiosity, showcasing how 3M science pushes boundaries in everyday life. From unbelievably light bicycle frames designed for peak performance to reflective activewear that turns darkness into opportunity, this piece embodies the spirit of innovation and invites discovery.

Skate Night

This energetic spot immerses viewers in a vibrant roller rink where exhilarating fun meets everyday innovation. It playfully challenges us to ask "what if," showcasing how curiosity can unlock breakthroughs, from "people-proof" phones to gravity-defying stunts, all set to an infectious beat.

Global Reach

The Wonder website was translated into 16 languages, bringing 3M’s message of curiosity-driven innovation to audiences worldwide. Each localized experience maintained the campaign’s bold visual identity while adapting to regional context.