Burning for Business – Melting a Lion

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We melted the Cannes Lion and the Effie trophy we had just won and turned them into a limited edition of JWT Germany shopping cart coins.
The task was to convince sales and distribution heads of German FMCG brands that JWT Germany is the right agency for their shopper marketing business.

The way of doing this was to melt the Lion and Effie trophies the agency had just won and turn them into shopping cart coins. Symbolizing that we are awarded for creativity and effectiveness, but we understand that in real life, sales count more. The execution included limited edition coins (numbered and personalized per recipient), a ‘making of’ documentary and the agency ‘sales story’ that became content of a VIP-mailing.
A site and direct response element ‘sealed the deal‘.

Cannes Lions 2012 – Shortlist (Direct)