Cannes Lions
WUNDERMAN FRANKFURT, Frankfurt / LUFTHANSA / 2005
Overview
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Description
If you’re going to step back in time and visit the hotspots of Chicago during the prohibition era, you should be prepared. We sent out a gangster’s starter kit with the message: “In the footsteps of Al Capone.” We used original used violin cases - bought in second hand shops - instead of a “normal” package. It carried the essentials for a successful mobsters career - a camouflaged bottle of whiskey, a cigarette box with a bullet stuck in it, a city map of Chicago in its early years, and a letter, addressed to the new, dearest member of “our honourable society”.
Outcome
From thirty yards distance, cigarette boxes provide a certain degree of protection against guns, but we wouldn’t count on this so the bullets were really shot in by the German Police! 95% of the addressees wanted to take part.
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