Cannes Lions
PUBLICIS MOJO AUCKLAND, Auckland / AUCKLAND CITY MISSION / 2005
Overview
Entries
Credits
Execution
Given that the consumers will sometimes see people using newspapers as blankets we used the medium to tell the message. This effectively engages the consumer in a way which forces them to see the newspaper as a blanket. The vulnerability of a sleeping child further enforces the power of the message.
Outcome
Through effective placement we rendered a full page ad into a double page spread, where a loose page of normal editorial became her blanket. This created a more engaging message which was difficult to ignore, for half of the required investment.