The Post-it Brand was created in 1980 while Dr. Spencer Silver was researching adhesives in the lab and discovered an adhesive that lightly stuck to surfaces but did not bond tightly to them. For forty years, the Post-it Brand has helped people be more productive, communicate better, and express themselves in a number of creative ways. The brand was initially only canary yellow which reminded the customers a valuable lesson of perseverance and persistence. For this campaign, I wanted to showcase what this advertisement campaign is all about: the product. As a student, Post-it Notes are used every single day to remind myself of things or even just to give myself a plan so I can finally stick to it.

My professor pushed me to understand the rational and emotional benefits of the product. By doing so, I truly began to understand why individuals use Post-it Notes regularly and how they can fit into their daily lives, whether that be in terms of size, color, recycled materials, or general use. As a student, it is fair to say I procrastinate and I have consistently used Post-it notes as my own little excuse.

We all live in a society that is constantly spinning and who knew one small adhesive square could slow down the spin. The Post-It Note product works because it reminds us, but it also lets us know, it's okay to take a breather. For this campaign, I wanted to remind individuals that sometimes, you just need an excuse.