| Examples: McCAIN FOODS, Germany, TBWA\ |
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McCain Chips: Endlessly Long
| See full size 1271x901 px | |
| Released: | December 2007 |
| Advertiser: | McCAIN FOODS  |
| Agency: | TBWA\ |
| Country: | Germany |
| Category: |
Savoury foods
|
| Tags: |
Creative review
Creative ads placed on conveyor belts
|
Credits:
Advertising Agency: TBWA\WERBEAGENTUR, Hamburg, GERMANYDate Of 1st Implementation: 20/12/2007
Dietrich Zastrow TBWA\ Germany Creative Director
Kirsten Frenz TBWA\ Germany Art Director
Sirgun Abel TBWA\ Germany Copywriter/Idea
Angela Bollinger TBWA\ Germany Idea
Sylvia Egert TBWA\ Germany Art Buying
Henning Falk TBWA\ Germany Account Manager
Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach.
To dramatise the extremely long McCain fries for everybody who is looking for a very special fries experience.
Show how the creative execution enhanced the overall impact of the effort and engaged the consumer.
We pasted the image of a very long Golden chip on the conveyor belt at the cash desk. By this we prove the endless length of the McCain Golden Longs fries.
As the budget was low, we wanted to cause an impact in point of sale immediately, so that's exactly where we chose to touch the consumer.
Given the low budget we needed a medium that already innately implied our key message: which is why we chose to brand the conveyor belt at cash registers. This endless belt perfectly dramatises the nearly endless length of McCain 1-2-3 Golden Longs.
