"PARK BENCH" Print Ad for Special K by Michael Conrad & Leo Burnett

PARK BENCHKELLOGG COMPANYKELLOGG'S SPECIAL K Advertising Agency: MICHAEL CONRAD & LEO BURNETT, Frankfurt, GERMANY Date Of 1st Implementation: 15/10/2002 Advertising Agency: MICHAEL CONRAD & LEO BURNETT, Frankfurt, GERMANY Name Company Position Andreas Heinzel Mc & Lb Creative Director Peter Steger Mc & Lb Creative Director Alexander Michaelopoulos Mc & Lb Art Director Anne Hampel Mc & Lb Copywriter Christian Conrad Kellogg Company Advertiser Andreas Heinzel MC & LB Creative Director Peter Steger MC & LB Creative Director Alexander Michaelopoulos MC & LB Art Director Anne Hampel MC & LB Copywriter Christian Conrad Kellogg Company Advertiser What contribution did the media team make to this idea?This idea originated in the creative team. What makes this submission special? Why is a great idea in its context? Why should it be a winner?The medium demonstrates what could happen, in case one is not using the product. This is shown in a surprising way to those sitting down on the bench as well as to those passing by. What makes this medium special is that it is not an apparent advertising medium, for it reveals its real identity just in the very moment, one sits down on it. It should be a winner for two reasons: It’s a perfect demonstration for a product benefit you usually can’t demonstrate. And of course because a park bench is a never-used-before media. Communication GoalsTo convince people, that it is high time for a 99% fat-free diet even for them.