Cannes Lions

HEATING FUEL

CP COMUNICACION PROXIMITY - PROXIMITY WORLDWIDE, Madrid / CEPSA OIL COMPANY / 2003

Overview

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Credits

Overview

Description

To make participants 'believe' they were the reincarnation of the Monks of the Order of the Dragon. They had to visit Vietnam and, through a series of tests, wake up the Dragon.First mail shot (Teaser): A Box of Rice. An Introduction to the History of the Order of the Dragon.Second mail shot: Material to wake up the Dragon. Detailed information about the work conferences and tools for participating in the activities on the trip (and to wake up the Dragon). A magnifying glass, a fireproof glove, some toothpicks and a travel log.During the trip, the participants passed a series of physical and intellectual tests to prove that they really were the reincarnation of the Master.

Outcome

100% of the participants attended the Work Conferences.95% of the participants took part in the tests which took place during the trip.

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