Cannes Lions

Friends of the terrace

MRM//MCCANN SPAIN, Madrid / IKEA / 2016

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Case Film
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Overview

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Credits

Overview

Description

We created “Friends of the terrace” a fake non-profit organization whose only purpose is to get you to enjoy your terrace.

On TV we ran a teaser phase to raise the public’s awareness of this drama and inviting people to report flagrant misuse via amigosdelasterrazas.org

To report that family member, friend or neighbour all you had to do was fill in a form or send a photo or video as proof of the offense.

Two weeks later, we showed people what happened when someone reported you and we showed them how easy it was to solve the problem, thanks to Google Cardboard.

Reported offenders received a kit with a pair of virtual reality glasses and instructions and just by scanning a BIDI code they could see with their own eyes the spectacular transformation their terrace could undergo for very little outlay.

Execution

On TV we ran a teaser phase to raise the public’s awareness of this drama and inviting people to report flagrant misuse via amigosdelasterrazas.org

To report that family member, friend or neighbour all you had to do was fill in a form or send a photo or video as proof of the offense.

Two weeks later, we showed people what happened when someone reported you and we showed them how easy it was to solve the problem, thanks to Google Cardboard.

Reported offenders received a kit with a pair of virtual reality glasses and instructions and just by scanning a BIDI code they could see with their own eyes the spectacular transformation their terrace could undergo for very little outlay.

Outcome

The glasses were all gone in less than a month.

More than 2,300 cases reported

8,324 people took part in the stunt

More than 2,676,163 impressions on YouTube

500,000 people reached on Facebook

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