Cannes Lions
PROXIMITY BBDO, Brussels / KLUWER / 2010
Overview
Entries
Credits
Execution
Readers were utterly amazed: by holding the magazine cover in front of a webcam, they saw themselves with a golden lion. They could then take a picture of their favourite pose and add it to the Hall of Fame. When visitors had added their picture to the hall of fame, they could send it to their friends via email or add it to their Facebook profiles. Hundreds of them showed it off on their blogs, MySpace profiles and Twitter profiles as well.
Outcome
In just two days’ time, the cover of our local niche magazine created buzz that spread to China, Malaysia and beyond. We got more than 300 websites posting about it, both from creatives showing off with their golden lion and technology geeks who were impressed with the Augmented Reality application. The editor in chief from the magazine was so delighted he posted his own picture 3 times, as did competitors from all over the world. More than 3,000 people uploaded their Lion pose. And PUB Magazine had a worldwide scoop.