MTV Foundation "Anti-Slavery"

Dramatise and explain the inhumanities of modern day slavery. The campaign set up the idea that slaves are really just commodities that can be traded like oil or pork bellies. This entry was a fake brochure for a 'Global Slavery Fund', like an investment fund. It explained the benefits of slavery as an investment. It was sent to 30 people who they thought would have the greatest response - heads of social causes, journalists, writers etc. Difficult to say as the brochure only directed people to a website where they could sign a petition. This has about 2,000 names so far. Gold & Bronze Direct Lions Winner.

Agency: JWT London, United Kingdom.

The Prostate Cancer Research Foundation.

Men do not appreciate how common prostate cancer is and that it's killing one man every hour in the UK. Even worse, research clearly showed that men were reluctant to talk about their health or confront serious medical issues. Their core objectives were as follows: 1. To raise awareness of Prostate Cancer in the UK. 2. To de-stigmatise the disease and hopefully raise money for research. 3. To achieve the maximum effect with the minimum budget possible. 4. To raise the profile of the charity to generate wider interest. 5. To build the donor database for future fundraising. They created a 40" film which showed the late comedian Bob Monkhouse talking about losing his battle with prostate cancer, in his own inimitable style. This was launched through a PR campaign, generating unprecedented levels of national coverage appearing in national media continuously for a week. In addition, an extensive integrated campaign was developed, negotiating partnerships with national press, outdoor media and cinema to reach as many people as possible with their core campaign message. A retail partnership with WH Smith meant that badges were sold in every store in the UK. The campaign was supported virally and online. In addition, DM targeted high value potential donors. They created over £3million worth of media value with a budget of less than £50,000. An estimated 83% of the UK population has seen the campaign an average of 4 times. The PCRF annual income from June 2007 is forecast to show an increase of 70% year on year. Traffic to the website increased by 500%. There has been a 228% increase in the charity's donor base including a rise in the number of regularly monthly donors by 580%. Mark Emberton MD, the Charity's medical advisor, commented: "I have seen a marked increase in patients being tested and diagnosed with the disease as a consequence of having seen the Bob Campaign". Gold Direct Lions Winner.

Agency: The Communications Agency London, United Kingdom.

Studio Brussel "Black boy wanting water"

The yearly charity event 'Music for Life', organised by radio station studio Brussels and the Red Cross, focused on drinkable water. Every 15 seconds a child dies due to a lack of drinkable water. Studio Brussels wanted to raise money to help. They started from the insight that every TV host has a glass of water. It's so normal, that nobody even notices anymore. Until they started this guerrilla campaign. A black boy showed up on Flanders' best watched station 'één' over three days, always in prime time. He quickly drank the host's glass of water and then ran off. The most frequently asked question during these days was: 'have you seen the thirsty black boy?' The whole thing started to lead a life of its own on the internet and in other media. The only thing left to do, was claim the campaign. Music for Life turned out to be a giant success. In 6 days, people donated 3.3 million euro for drinkable water. A giant amount for a small country. Gold Direct, Gold, Silver Media Lions Winner and Titanium Lions Winner!

Agency: Mortierbrigade Brussel, Belgium.

Goodman Fielder Banking "Ducks"

The brief was to launch a new performance enhancing bread across Australia. The product: new Wonder Performance is a unique combination of complex carbs and iron for energy, as well as protein and amino acids for strength that gives teenagers the fuel to perform. Their objective was to appeal to the diverse audience of mums and teenage boys within a short period of time. Their solution stemmed from the fact that Wonder had had a 'proven' track record of transformational powers. We seeded the internet with three different unbranded mpegs of ducks that had unique powers: duck surfing, formation flying and escalator ducks. A unique website and phone number was set up to report on these 'duck phenomena'. A TVC then broke the news that the ducks were performing this way because they shouldn't be fed new Wonder Performance bread: it was good for teenagers but not for ducks. This news was posted on the website and in eDM to those who had registered. The launch of the three mpegs went viral in the true sense of the word. To date there have been over 2.7 million views on YouTube, over half a million listings for 'surfing duck' on Google. The phenomenon was featured on the New York Times, Sky News and Daily Telegraph websites to name a few. Over 10,000 people have registered for a duck repellent ring tone or filed a duck report. In the first week of launch New Wonder Performance sold over A$1,000,000 worth of bread. Gold Direct Lions Winner.

Agency: BMF Sydney, Australia.

Nelka Rent A Car "Do it with a car"

Nelka Rent-a-car is a medium-sized car rental company in Costa Rica. It has a fleet of about 200 cars and 10 offices in different parts of the country. Their client wanted to rent out at least 80% of its fleet for the summer season. Their problem was competing against huge advertising investments their competitors were making in order to get most of the foreign tourists. The agency proposed to get hold of a different market, the one niche no one has yet taken advantage of: the national tourist. Although it was something new, and something that has never been tried before, the client trusted us. Their first step was to create a blog, named after costaricaholes.com. This was an independent site dedicated to the bad conditions of Costa Rican highways and streets. People here were able to complain about the problem and upload their own pictures of the holes on the streets. The blog's promotion was made through viral mails and mouth-to-mouth advertising took care of the rest. After only 15 days online, the site was placed as one of the top-10 sites in the country, getting around 30,000 clicks with almost 1500 photos uploaded. All of a sudden, people started spending time with our idea and with the brand. During summer, after the whole low-budget campaign ended, Nelka rented out all of its cars, with national clients making up 95% of custom. This result was way over their client's expectations. During this one summer, Nelka rent-a-car, has found and taken a hold of a new niche market. Gold & 2x Silver Direct Lions Winner.

Agency: JWT / Costa Rica.

Exel "Torture test"

Consumers were sceptical about our claim of confidence to 'remove stains in one wash. So mailing and other suppliing activites were needed to prove to consumers that Breeze Excel actually delivered on its promise. They mailed a t-shirt wrapped box that contained product sample to selected women's social groups across Thailand (including rural areas where traditional mediums such as TV and press are inside. Instead of finding a free gift on the inside, the actual box was wrapped with the gift. As predicted the postal service ruined the T-shirts. And if the recepients wanted the T-shirt to look as good as new, all they had to do was wash it once with the product sample. Unlike instore sampling, they could control and to whom we were talking to. As a result this mailere allowed consumers across Thailand to prove the efficiency of this product (and ourselves) by interacting with the product directly. Because of this personal interactive demonstration, word of mouth increased sales and greater brand awareness. Research is being done to use this mailer as part of Unilever case study for succesful intergrated Brand Communication. 2x Gold Direct Lions Winner.

Agency: Lowe Bangkok, Thailand.

Prodis Down's Syndrome Foundation.

They wanted to capture the attention of the media to create as much awareness as possible for an initiative of extraordinary human interest. They created a standard press release in which we told the advertising industry that they had new creatives working for us and they invited them to take a look at their latest work. The journalists would then see that all of our 'new creatives' were kids with Down's syndrome. They made it impossible for them not to look at the DVD, where they found out all about the campaign and understood the press release. The response was beautiful. Every single publication covered this unique initiative. But most significantly, all of them called the agency to say how moved they were by this campaign. Gold Promo Lions Winner.

Agency: Vitruvio Leo Burnett Madrid, Spain.

Arbeitskreis Vorratsdatenspeicherung.

Since the beginning of 2008, a new law gives the German federal government broad access to stored telephone and Internet data - including e-mail addresses, length of call and numbers dialled - for a six month period. The private initative "Arbeitskreis Vorratsdatenspeicherung" called for a class suit against the new law. But how can you promote something as abstract as secret data retention? Through widespread discussions in the press, most users don't realise what kind of data and to which extent they leave behind when surfing the Web. A special programme visualises the digital fingerprint of every user. The fingerprints lead the user to a landing page and to a special browser for anonymous Web surfing. Most Internet users are not aware to what extent their surfing habits are traceable. At the same time, the Web is the perfect place for appealing to new members for an existing movement. Being launched just in 2008, the "Fingerprint" project may be able to fuel the discussion about privacy in the Internet and raise awareness for the issue. The sheer number of 30,000 participants that joined the class suit of the Initiative at the German Constitutional Court clearly demonstrates the public interest. Gold & Silver Promo & Bronze Direct Lions Winner.

Agency: Nordpol + Hamburg, Germany.

Madrid City Council "The Wishing Tree"

The Challenge was to find a relevant idea for an event that would involve citizens of Madrid, in the City Council Christmas campaign. A Christmas related idea but not a cliché. They create a concept for a participatory action that fulfilled the challenge: The Wishing Tree that grows with the wishes and hopes of Madrid citizens, for 2008. On that base we built a stunt in the Retiro Park, Madrid's most famous park, located in the centre of the city. Starting December 21st, a huge Christmas tree kept growing in the Retiro Park in Madrid, thanks to the participation of the citizens who went to set down their wishes for 2008, written down on helium balloons; the tree got to a height of 32 metres. 21 actors dressed up like gardener elves, with their giant snails, welcomed the visitors, and made the process easy, emotional and fun. This was a very moving experience for all participants. The action ended in a special ceremony, the tree opened up and all the balloons were released: all the wishes flew into the Madrid sky. By creating a participatory activity, they made Madrid City Council Christmas campaign, more relevant to the citizens A part from the fact of the massive participation, this was a very moving experience, not just for the kids but for grown people, who focused their energy and hopes in the moment that their balloon wishes for 2008 were feed into the tree. Over 120,000 people participated and wrote their wishes. Over 40,000 people attended the final event of balloons release, great media coverage in main newspapers (El Pais, El Mundo, ABC) and on main TV News. Madrid City Council wants this event to become a tradition at Christmas in following years. Gold Promo Lions Winner.

Agency: Marketingvivo Madrid, Spain.

WWF "Where is the Eagle?"

The eagle is in danger of becoming extinct in Portugal. The WWF wants the Portuguese people to be more aware of this situation. As the eagle is also the mascot of Benfica which is the largest Portuguese football club and one of the largest in the world with 6 million fans around the planet, the idea is to use a championship game to create an event called "Eagle Day" to get people's attention. With the help of some accomplices from the country's major newspapers and TV channels they spread a false story that the Benfica mascot eagle, called Victoria, had disappeared. The next game would pay homage to the eagle and the event would be called "Eagle Day". Everyone's attention on the day was on the possibility of Victória reappearing. The stadium décor and the players' shirts all had the eagle missing from the Benfica emblem. At the end of the ploy, the eagle flew across the stadium and down to the club emblem starting the game and a great festival. The whole country was touched by the teaser with the false story about the eagle's disappearance in the main newspapers and TV and radio stations. The "Eagle Day" event was witnessed directly by the tens of thousands in the stadium on the day and was a national news item seen and heard by millions around the country. The WWF and Benfica called everyone's attention to the objectives of this action through tens of thousands of leaflets handed out at the stadium gates, and broadcast on the internal sound system and the Mega screens. The free media coverage before, during and after the action represented an investment of over 2 million euros. Hundreds of sites, blogs and mails helped spread news of the event and the cause far and wide. Gold Promo Lions Winner.

Agency: Ogilvy Lisbon, Portugal.

Wild Bird Society of Japan.

To create a sense of urgency around the extinction of endangered wild birds in Japan (Japanese red-crown crane, stork, albatross and yellow-breasted bunting). They thought the best way to value these wonderful birds was to not just see them but actually be able to hear them. However, to get their beautiful songs in front of a younger target they needed a contemporary and relevant execution. So they went out and actually sampled the bird's songs and mixed them into contemporary dance tracks. The tracks were then pressed into retro vinyl and placed in hip Tokyo record stores. Each endangered bird was given their own album with the quantity equaling the estimated number of that species left. To create awareness with the younger Japanese generation of the many endangered birds species in Japan, we created the "Sounds of endangered wild birds" albums. The music was created by actually sampling the unique bird songs. They then pressed retro vinyl records and put them in the shelves at records shop in the young areas of Shibuya. They placed the same number of albums as the actual number of each bird left in Japan. Although the number released was limited, the idea attracted the attention of local DJs. These artists have been purchasing the album and playing it in clubs throughout Tokyo which has been a successful tool in spreading the extinction message. In addition, the proceeds of the sales are used to further fund the endangered bird project. Gold Promo Lions Winner.

Agency: Beacon Communications Tokyo, Japan.

MTV Networks "Welcome Snoop"

The 'Welcome Snoop' campaign started with a brief to give MTV Networks Australia a local tone of voice. MTV is known for producing American TV shows; but MTV also produce a large percentage of Australian content. The challenge was to give MTV Networks Australia a personality relevant to its local audience and to create a promotion idea that would make the Australian audience active participants in the channel. The challenge was to do this in a way that was not traditional advertising. This was important given their young audience is largely cynical when it comes to brands 'understanding' them. In answer to the brief, the strategy was developed to put a controversial MTV icon into the Australian culture, and stir the pot. The icon was rapper, Snoop Dogg, and the creative vehicle would be his fight for Australian citizenship. This idea created a storm of controversy and PR for MTV Networks Australia. It also actively involved the audience in the MTV Australia brand and allowed them to have a voice in the fight for Snoop to gain Australian citizenship. The promotion brought to life the prospect of Snoop moving to Australia and motivated the audience to fight his cause. By embracing Snoop's case for citizenship (after being denied entry to Australia), MTV Networks created a promotion idea that spoke to their target audience in a way traditional advertising could never achieve. It bypassed the need to explain the benefits of subscribing to the channel by making the MTV Australia brand the voice of the target audience. Snoop Dogg is an MTV icon and creating a promotion around his quest for citizenship provided MTV Australia with a highly effective brand building idea. Snoop's massive popularity with the target ensured that the idea generated a movement around Snoop and MTV Australia. The Welcome Snoop campaign proved incredibly successful. Over 410,593 viewers were driven to the dedicated site at www.mtv.com.au/snoop alone - equating to 16.9% of the target market in Australia. It generated a total of 5,500,000 campaign interactions and created a hive of media attention around MTV Australia, activating a movement among the target audience to help MTV fight Snoop's cause. The campaign elevated MTV brand awareness to its highest point in history. The free PR generated alone was worth hundreds of thousands of dollars and the idea attracted over 3X more MTV channel subscribers than the previous year. Gold Promo Lions & Silver Direct Lions Winner.

Agency: Lowe & Rivet Sydney, Australia.

Playground "Hatch an egg"

Playground is an outdoor equipment store chain in Stockholm. Their brief was to inform people that Playground has the warmest down jackets on the market and to drive traffic to the stores. They created an adventurous experiment on the matter of life and death: Is it possible to hatch an egg in a down jacket? A fertilized egg needs a constant temperature of 100°F and a relative humidity of 60%. The egg was kept in a sport-bra inside a down jacket and a thermo- and humidity meter controlled the conditions. One human being, also known as "the hen", hatched the egg in a temporary "chicken farm" built outside one of the stores. On the website playgoundstores.com people followed "the hen's" effort to keep the egg in a healthy condition. Due to a small media budget they needed to come up with an idea that engaged people and encouraged them to interact with the advertising. PR was a vital part in the campaign in order to get people's attention and to push people to the store. The campaign received a lot of attention and PR in all sort of channels (National TV, Newspapers, blogs etc). Many blogs gave the campaign attention and people started to bet on the experiment, whether or not it was possible to successfully hatch an egg in a down jacket. New costumers discovered the store and the sale of down jackets increased by almost 500%. Now everyone knows that Playground's down jackets are warm enough to save lives. Gold & Bronze Promo Lions Winner.

Agency: Akestam Holst Stockholm, Sweden.

Tricom "Freezing the Game"

The task was to promote Tricom's High Bandwidth Internet Service, to do this they took a couple of things into consideration. For Dominicans there are very few things more important than baseball. The game is sacred and that night the two most important national teams were playing: The Licey Tigers and the Cibao Eagles. When a Dominican doesn't go to the stadium, he follows the game either on TV, through the radio or over the Internet. That's why the stadium became the perfect place to promote Tricom's High Bandwidth. With 30 thousand spectators in the arena and more than a million people at home watching the game they decided to create a live action on the field that simulated the experience of surfing the web on a slow connection. Prior to the game they rehearsed with the players so that, upon a signal only they saw, they would freeze in a specific moment of the game, go back to playing normally and freeze again. After repeating this a couple of times a person would come out with a sign that read "Live it without the wait with Tricom's High Bandwidth". They wanted to show everyone what it was like to watch the game through an Internet connection that wasn't Tricom. The Internet Service Provider experienced a 23% growth in new subscriptions. Some bloggers published the video in their blogs and it became a viral under the title "The Quisqueya Stadium freezes up". It was also commented the next day in the newspapers, radio and sport tv shows. Gold Promo Lions Winner.

Agency: Pages BBDO Santa Domingo, Dominican Republic.

7-Eleven "D'oh Thank Heaven"

7-Eleven wanted to partner with a summer movie property to create a program that would not only support its proprietary products, such as Slurpee, but also leverage the popularity of a partner brand to differentiate 7-Eleven from a highly competitive set.
From concept to implementation, the entire process took more than 18 months. It began with Agency ideation and consumer testing, but ultimately had to be sold in to Fox Studios, Gracie Films, 7-Eleven Marketing, and 7-Eleven Franchisees and Executives. The Agency then worked with 7-Eleven partners to begin product development and packaging design. Additionally, the Agency worked closely with The Simpsons (Gracie) to create exclusive artwork that would be executed in both exterior design and interior point-of-purchase elements. Two Agency employees were then deployed to each location to manage the conversions and oversee all promotional activity. By creating a branded experience, they were able to bring new customers, as well as lapsed customers, in store to introduce them firsthand to the many products and services that 7-Eleven offers. Additionally, by creating a completely animated world, each customer was able to experience the brand in a way that was fun and engaging, leaving them with a newly established 7-Eleven brand personality. Through both product development and providing a sweepstakes grand prize of being animated into a Simpsons episode, 7-Eleven was able to provide customers with once-in-a-lifetime opportunities that had never been offered before. Consumer reaction to the Simpsons promotion exceeded all Client and Agency expectations. The first day, all twelve stores were sold out of most Simpsons products, with replacement product needing to be flown in from around the country. Lines, more than an hour long, began wrapping around the stores, lasting in some cases until 3am. Within 48 hours, customers had posted thousands of pictures and videos online, and a consumer Kwik-E-Mart blog had been created, documenting activity throughout the country. Total merchandise sales doubled, Slurpee (Squishee) sales increased fivefold, and other proprietary products saw increases ranging from 100-500 percent. Gold Promo Lions Winner.

Agency: Tracylocke Dallas, USA.

Expedia.com "Weather Channel"

The online travel vendor, Expedia.de, wanted to take a new communicative route, ... ideally without investing money. They suggested a guerrillia campaign, live during the morning weather "in" the weather panorama channel on BR, 3 Sat, SF and ORF. For this, self-made textile banners with Expedia offers and messages were held up during the live broadcast, precisely those locations where fixed cameras are installed. The result: free tv advertising. The weather panorama channel was the perfect environment for a travel vendor since the audience are already interested in travel. 2 million connections for free, 28,7% more clicks, 9,34% more bookings - Without spending any money for advertising. Gold Promo Lions Winner.

Agency: Serviceplan Munich, Germany.

Maor "Internet Shut Down"

On July 12th 2006, two Israelis were abducted by the Hezbollah. Since their kidnapping no news about them has been received. To keep their issue a top priority on the public's and the government's agenda, they knew they had to create an impact no one could stay indifferent to. They decided to launch a campaign that has never been attempted before and engage the country in a whole new way. Precisely one year after the kidnap, they invited every major site to stop their activity for five minutes and place a message: "The soldiers cannot be found". This is a variation of "The Page cannot be found" message appearing when loading an inactive website. On July 12th 2007, at 09:05 the internet stopped! Internet's importance today is stronger than ever. In order to communicate the message to as many people as possible they had to engage as many websites as possible. That is why we decided to use the simple strategy of the sites as both media and communication channels at the same time. All the top 400 Israeli sites answered the call and posted the message. Hundreds more joined the campaign and spontaneously posted the message, using their own designs. Even Google found it important to address the subject. The impact was so powerful even Israeli television networks and radio stations decided to stop their broadcast, in solidarity. The campaign received amazing coverage worth millions in free press. The buzz was huge: 65% of the Israeli population was either directly exposed to the action or had heard about it. Gold Promo Lions Winner.

Agency: Y&R Interactive Tel Aviv, Israel.

Caja Madrid "Sense and Sensibility"

Caja Madrid, the most important Savings Bank in Spain, launched a new deposit almost identical to previous competitor's products, but with very competitive conditions. Objectives: SALES: Acquire 2.000M€ from other banks and 10.000 new clients. Get current clients with investments in other banks to concentrate them in Caja Madrid. BRAND: Reinforce the brand awareness of Caja Madrid, positioning it as the market's best offer of financial products. A fact supported by this deposit. The investigation demonstrated that an important downside in changing banks is the long-term relationship buit with the branch manager. Caja Madrid's deposit is so good you will inevitably leave your bank and they don't want you to lose a friend. So they named the deposit "Sense and Sensibility" and gave out a Self-Help Guide "CHANGE BANKS WITHOUT LOSING A FRIEND", that came with a Goodbye postcard for your old bank with a musical chip containing an adaptation of a hit of the 80s "Forget me and go away". They also created a web, virals with personalized videoclips ("Pimpinela" and "Teddy Bear"), WAP portal, BIDI codes, TV and Print to generate traffic to the banks'offices and the web. This promotion was based on putting ourselves in the clients' shoes in order to get their complicity For the first time in Spain, a bank used a promotional concept to name a financial product and they called it "Deposit Sense and Sensibility". The integrated action plan included: face-to-face actions in the offices, mailing to clients, promotional web, banners, wap, TV commercial, radio spots, graphic (print and outdoors) and in all of them the outstanding feature was the musical farewell card and the Self-Help Guide "CHANGE BANKS WITHOUT LOSING A FRIEND". They acquired 4,570 Billion Euros from other banks. 229% of the objective which was 2,000 M €, more than double the acquisition from the same period in 2006. 21.744 new clients. 217% of the objective which was 10.000. 96% more than those acquired in the same period in 2006. WEB: more than 200,000 visits. More than 8000 virals of "Pimpinela" were sent and 7,400 virals of the "Teddy Bear". BANNERS CAMPAIGN: click ratio of 0.98%. MOBILE PORTAL: more than 2,400 accesses to the mobile portal. Gold Promo Lions Winner.

Agency: Shackleton Madrid, Spain.

Xbox "Halo3"

Halo3 is the third game in the Xbox exclusive Halo franchise. Every Halo launch has been a big event amongst the gamer audience, but the client wanted Halo3 to be more: an entertainment landmark. The Halo 3 'Believe' campaign idea sought to reposition the protagonist of the Halo series as the hero and saviour of mankind. They built a vision of a future world, looking back on the events of the Halo wars, and humanity's victory. Their specific task was to run a promotion in-cinemas, to engage consumers with the content of Halo 3 and build a true cultural connection. The concept was to extend the 'Museum of Humanity' advertising idea, by creating a war photographer, Jake Courage, who had been stationed on the front lines in the Halo wars. They then exhibited a selection of his photos, which show the emotion and power of the story and action in Halo 3, both physically in cinemas across Britain and online. They also shot & ran a short documentary on his life and work, again in cinemas and at www.jakecourage.com. The real competitive advantage for a game in a cinema environment is that it has a deeper and richer story than any film, taking 30 or 40 hours to explore the world of Halo 3. So they felt it appropriate to add character and events to the Halo world by inventing the Jake Courage character for our promotion, a "real" human with a biography featured in the official Halo wiki. In particular, they wanted to reward people coming across our activity with new and interesting content, not a marketing message. And the use of www.jakecourage.com allowed people to do this globally. By repurposing visuals from the TV campaign, the additional client investment in the Jake Courage campaign was minimal, limited to actually building the infrastructure of the campaign. On a total budget of £10,000, they know that they reached XXX people in cinemas, including a few light-fingered fans who stole the photography from the walls. PR across online & offline titles has also helped drive site traffic past 11,000 unique users globally, a figure still growing for a true long tail campaign, with an average dwell time still of over 3 minutes. Gold Promo Lions Winner.

Agency: McCann Erickson London, United Kingdom.

Speight's Great Beer Delivery.

Make Speight's more relevant to today's city drinkers while remaining true to the legendary 'Southern Man' values of Generosity of Spirit, Mate-ship and the 'Can do' attitude. To position Speight's as "The stuff of legends" they created a legend of their own. They learned that New Zealanders in the UK were missing their favourite beer. So a working Speight's Alehouse was strapped to the deck of a cargo ship and sailed across the world to London's Canary Wharf, much to the delight of the city's sizable Kiwi population and the loyal drinkers back in New Zealand. The crew for the ship was recruited in a national campaign. The voyage received over 20 minutes of prime time national television news coverage and extensive press reports. "The greatest achievement of The Great Beer Delivery was the way it broke out of paid-for media space and catapulted itself into the news... Authenticity is what consumers are searching for and there are fewer stronger statements of authenticity than news media coverage." Brian Sweeney, advertising industry commentator. Speight's regained its position as New Zealand's biggest selling beer. 6% of all New Zealand men applied online to accompany the working Speight's Alehouse on its journey to London. A double-digit increase in Brand Adoration was achieved whilst all other mainstream beers declined. Gold Promo Lions Winner.

Agency: Publicis MOJO Auckland, New Zealand.