Cannes Lions

THE GETAWAY 2:BLACK MONDAY

WHYBIN\TBWA, Auckland / SONY / 2005

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Overview

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Credits

Overview

Description

Crime scene installations: titled 'Wheelie Bin', 'Bound and gagged', 'Ashtray', 'Shallow Grave', 'Knuckleduster' and 'Cartridges', were created in three New Zealand cities (Auckland, Christchurch and Wellington).Clues to the whereabouts of the installations were given on radio station Channel Z. It then became a race against time as to who cracked the clues and discovered the locations. Whoever was first to the scene was rewarded with a brand new PS2 console and a copy of the game.

Outcome

The campaign ran for three weeks and the response was brilliant. Channel Z added daily updates to their website, including the various installations before and after their discovery.The game, our radio ads, and both the clues and commentary of the race to the locations were major talking points on the breakfast show.

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