2009 Winners & Shortlists

Results and Effectiveness

This entire series of posters turned out to be highly engaging. People interacted with the posters by peering through them, thereby seeing the world the way little children do. As a result the relationship and association between Smarties and children came through very strongly. Nestle now intends on creating similar interactive posters for the rest of the UAE as well as some countries in North Africa like Morocco, Tunisia and Egypt. Since this is an ongoing outdoor campaign it remains to be seen if it results in a spike in sales.

Creative Execution

Colourful interactive posters were placed in front of objects at locations all across Dubai. These posters allowed people to view objects the way little children do. The thought blurb at the top, although much larger, was in the shape of a regular Smarties. Hence the link between the thought and the product was inextricable. The line at the top of the thought blurb was a child’s interpretation of that particular object. The objects were straight out of life, hence easily identifiable. They spanned an entire cross-section by way of water fountains, hedges, lampposts, garbage bins, zebra crossings, etc.

Insights, Strategy and the Idea

Children for the most part explore the world around them without any preconceived notions. And this allows them to view things in unique and interesting ways much to the fascination of adults around them. The task at hand was to bring this observation to life. It tied in beautifully with the proposition for Smarties, which is ‘For a colourful imagination’.