3M BSR Campaign


In industrial manufacturing, buzzes, squeaks, and rattles are such a common nuisance for design engineers, they’ve been given an acronym: BSR. The 3M Industrial Adhesive and Tapes Division wanted to remind engineers who design appliances that their adhesives are superior to mechanical fasteners in preventing BSR, and Moxie’s, “Sounds like good design” campaign did just that. Using a bit of humor, the multiplatform campaign included a full-length video, a social media video, LinkedIn posts, and an animated gif to remind product designers to write 3M adhesives into their design specifications. Good appliance design, after all, sounds like silence.