Cannes Lions

SHORT FILM AWARDS

13TH STREET, Munich / 13TH STREET / 2005

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Overview

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Credits

Overview

Description

The invitation was delivered in a suspicious blue envelope (a signal for legal governmental problems) and shocked the recipients: it said that a crime had been committed and they were to be interrogated as a witness by police. The text, its look and the address all looked "official" - until the guests read the second page of it. They were invited to the award ceremony, which was located at the police headquarters in Munich! As no guest had ever experienced an event inside a police department, 13th Street succeeded in impressing with an innovative event – with the invitation serving as the perfect introduction.

Outcome

The reaction of the guests was as it was supposed to be: people called 13th Street to report their emotions and thoughts when receiving the invitation. Everyone agreed that this event is legendary for its surprises and its creative concept. Press reactions reflected this in articles with text such as "Shocking invitation", "sending intriguing authentic looking invitations to 500 guests" and "All of a sudden dozens of VIPs found citations to police in their post-boxes". The invitation looked so real that Christiane zu Salm-Salm forwarded it to her legal department.

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