Vintage Twitter

Agency Network: 
September 2010

With more than 100 million users worldwide, Twitter has over the recent years not only become a phenomenon, but a widely accepted tool to send short message to each other. Just like when we text each other on the phone, but visible to anyone. Amidst all this, Post-It celebrates 30 years in the business. What initially was considered a failed adhesive turned into maybe the most famous little piece of paper in history. Post-It became the standard for small, short messages and was used both between people and in public spaces, for anyone to see. Vintage Twitter is a loving homage to Twitter, with a reminder that the short message is not a new invention. The box, consisting of 500 Post-It notes (or vintage tweets) and a small pencil, was handed out at Disruptive Code, a conference for web developers in Stockholm, during autumn 2010.

Direct advertisment created by JMW, Sweden for Post-it Brand, within the category: Office Equipment.

Vintage Twitter
An original that sticks!
They are twittastic!
We have twittered for 30 years, but in our own way.

Communications Agency: JMW Kommunikation, Stockholm, Sweden
Creative Director / Copywriter: Joakim Karlsson
Art Director: Jonas Böttiger
Illustrator: Thomas Olsson
Planner: Niclas Strandh

Comments (21)

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Highest Rated

kingzeus's picture
Activity Score 260

not good

"you are valued for your value so be valuable..."

CuriousPencil's picture
Activity Score 4225

Uncomfortable and unfortunate is how I'd describe this. Post-it is a brand strong enough by itself. Unless this is a cobranding exercise with Twitter (which is the only way out of embarassment with this campaign), it's just my grandmother waving an Elvis record at my MP3 player saying "vinyl is the way forward." Embarassing and a little desperate. A Post-it has only ever been used to communicate as an aide memoire, or as a visual voicemail. It never had nor ever will be a mass-communication tool like Twitter. Not approved, no matter how cutesy it looks to use someone else's brand to sell your own. Not approved.

Guest's picture

Erudite and amusing as your criticism is, I believe advertising isn't about making deeply insightful ads that you need to think over for ages to understand. Short, simple, sweet. That's the way forward. Post-it can easily use taglines like "Ideas that stick", but combining it with something the world sees and uses on a daily basis makes it an impression that's hard to forget. In my opinion, this is a good, memorable ad.

CuriousPencil's picture
Activity Score 4225

Totally agree that short,simple,sweet is a way to get between the ears, for sure. My critique was based on a backwards-engineering of the ad to wonder about what the brief was, whether it was about a rabid need for catching up to modernity on behalf of 3M, or a nod to present-day communications or both; I see on actual inspection that it was a giveaway to an audience of web developers, and I most probably jumped the erudition gun, so thank you for drawing me back to reading the supporting background on this. It is a cutesy idea, and putting myself in the shoes of the T/A, I graciously temper my comments with congratulations on a well targeted ad. Still an in-joke though....

Guest's picture

Sheez take it eesie man you're a breakin' my ballsa man.

Guest's picture

truly embarassing. zero insight and it tells me nothing about the brand. :(

kingzeus's picture
Activity Score 260

not good

"you are valued for your value so be valuable..."

morse's picture
Activity Score 18024

I don't agree. Different people use it different ways. "Gone fishing" is a typical fridge message. I think this is a great insight.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

jackmancer2017's picture

Yes, that's true, but somehow these boxes don't broadcast that message and don't pull out some comparison to Twitter.

Guest's picture

The basic idea behind twitter and post it is small notes ... and that is why I found those packaging very funny.

I don't think it will become their main ads campaign but don't you have smile when you've seen those Post'it?

New Nice and Fun's picture
New Nice and Fun
Activity Score 377

The basic idea behind both twitter and post'it is small message ... and that is why I found those packaging very funny, because it is just a "wink" at twitter.

I don't think it will become their main ads campaign but don't you have smile when you've seen those Post'it?

JeffGreenhouse's picture
Activity Score 310

The core insight behind the campaign was brilliant, but I agree that the way that was utilized fails to deliver. It paints the Post-It as almost a "has-been" that has to "pay homage" to the new young upstart. I think that's the opposite of what they should have been going for. Also, if they are blank Post-its in the box, then how could they be "vintage" tweets?

sirvan's picture
Activity Score 29860

Definitely a good insight, and the execution is great. …but it smells like SCAM to me.

Can someone confirm that this was sanctioned by 3M, and not just an Agency Stunt?


"I love some things, and don't love some other things."

Roger Keynes's picture
Roger Keynes
Activity Score 5498

What about giving it a degree of separation... and present/position Post-its as THE forerunner to Twitter.

i.e. show the classic, slight curled 'Gone Fishin'' note pad with a headline 'Flitter'...

The Jobless Writer
Will Think for Salary

Anonymous Author's picture
Anonymous Author
Activity Score 1541

I do want to like it, and I do like the box design, though I’d say Twitter should really be paying homage to Post-it notes, not visa versa.*

*That comment was drafted by hand on a Post-it, is 140 characters long (including spaces) and is now stuck to a fridge.
I tweeted it to my mobile device and posted it here online.
I have since tweeted it to 3M who will likely reply by mail on a hand written Post-it which I will stick on the fridge and tweet later.
Singularity! Huzzah!

Write a wise saying and your name will live forever – Anonymous.

JeffP's picture
Activity Score 810

Post-it as broadcasting media? That's a strech.

andyStock's picture
Activity Score 666

I love this.

I think a lot of the comments are looking too deeply into an advert which made me smile when I first saw it.

Comparing post-its to Twitter in the same way you compare vinyl to mp3's is a daft comment. Post-its and Twitter are not and never will be in direct competition with one another in the same way that vinyl and mp3's are. You use them for completely different things - as has been said, one is for leaving memo's and small reminders for yourself and others, whilst the other is a mass-communication tool.

This advert is simply a light-hearted piece which is suited perfectly to the target audience.

Billoughsby's picture
Activity Score 5144

"There's a happy little tree."
--Bob Ross

That's it.

Guest's picture

IT's AWESOME!!! Look at the vote!!! the people have spoken. Awesome.

Guest's picture

It looks great, but what is the point? I think you're talking apples to orangutans, and I just don't get the connection.

Guest's picture

The real question is: Will people buy it? I say yes.

tommysyatriadi's picture
Activity Score 6

wow it is first time i comment here. very nice website