Cannes Lions
RETHINK, Vancouver / TRIM LINE / 2005
Overview
Entries
Credits
Execution
As soon as the shelter was built, we sent out media releases inviting the public to come and try to break the glass. The lure of cash behind glass proved irresistible to consumers. Few could pass by without stopping; most tried to push or punch or even kick the glass to test its effectiveness. It became clear very quickly to every passer-by that this was not typical glass - it was indeed unbreakable.
Outcome
From the moment the shelter was finished, our client was flooded with calls, and now has a 3-month backlog of orders for the security coating.