SEDA needed to hijack media attention on International Guide Dog Day to raise their public profile. The idea had to cost under 600 EURO and be turned around with one week's notice. Demonstrate how dangerous the world would be for the blind without Seeing Eye dogs by wrapping 300 objects in Melbourne's Bourke St Mall in 1km of bubble wrap, overstickered with signs that read "We need more Seeing Eye Dogs."It became the biggest donation day in SEDA's history - 720% ROI. Thousands of people interacted with the installation, which attracted massive national and local television, press and radio coverage.
Agency: Rapp Collins, Australia.