The Scotch Crystal Tape campaign shows that the stationery staple has been made so transparent, it can flawlessly fix even the most precious possessions as if nothing happened to them at all. This includes irreplaceable vintage family photographs. Going straight for the heart, the ad campaign makes a strong case for why this product should always be on hand.
Conceived and executed by Pro Publicidad, an ad agency based in Santiago, Chile, the Scotch Crystal Tape campaign art directed and illustrated by Rulo Menjibar with creative direction by Gastón Morales. Shot by photographer Rodrigo Vega, the print ads are very simple. They mainly let the images speak for themselves. The tape, which is made to look like a strip of each photo, is a clever touch.