BBDO Minneapolis and Post-It Unite a Community with a Simple Sticky Note

As corporate sponsors of the 2020 Twin Cities Pride Festival, 3M tapped BBDO Minneapolis early in the year to create an activation for Post-it Brand. But then plans shifted. Then shifted again. First for Covid-19. Then for George Floyd.

So, BBDO put out a message of unity to be shared with our community. Using 7,500 Post-it Super Sticky Notes, the team created a simple rainbow mural on a black Post-it Super Sticky Note background reading ‘STRONGER TOGETHER.’ The mural was placed on a wall outside of famed music venue First Avenue; first made famous by Purple Rain, and now home to a newly minted star in honour of George Floyd.

@FirstAvenue captured thoughts, feelings and the intention of the Instagrammable mural so perfectly in a post shared with their followers: “Despite losing parades and festivities to Covid-19, 2020 has been the best representation of Stonewall's values that we've experienced in recent memory. First Avenue acknowledges that Black liberation will never be possible without uplifting and protecting Black transgender people and communities.”

A small 3M and Post-it Brand #ThinkLoud placard near the mural read “We stand united with our city and all who call it home.”

The mural was up through Pride month.