| Type of Entry: |
Ambient |
| Category: |
Ambient: Bars, Restaurants & Stores, etc. |
| Title: |
THE ELUSIVE COASTER |
| Advertiser/Client: |
SAB MILLER INDIA |
| Product/Service: |
DON'T DRINK & DRIVE BY FOSTER'S |
| Entrant Company: |
OGILVY & MATHER Bangalore, INDIA |
| Advertising Agency: |
OGILVY & MATHER Bangalore, INDIA |
| Chief Creative Officer: |
Piyush Pandey |
| Creative Director: |
Malvika Mehra/Amit Akali/Deepak Joshi |
| Copywriter: |
Manoj Jacob |
| Account Supervisor: |
Soju Varghese |
| Art Director: |
C Ravikumar |
| Other Credits: |
Production - V Sundar/B S Srikanth |
| Description of Ambient execution: |
| SAB Miller India (the official distributors of Foster's beer in India), as a part of their Corporate Social Responsibility campaign, wanted to communicate the hazards of drinking and driving, in an entertaining and memorable manner, at all their key accounts (pubs), across all major metros in India. We created a set of coasters with pictures of cars printed on them and placed them at all major pubs that served Foster's beer. At first glance they appeared to be normal coasters, until you placed your mug of Foster's on them, that is. When you did, the magnets concealed under the mug and the coaster repelled repelled each other (thanks to the opposite polarities) After recovering from their initial surprise, the TG saw the message - 'drinking and driving don't mix', printed on the mugs. This point-of-sale activity effectively communicated the proposition right at the point of consumption. Generating a lot of word-of-mouth and communicating the basic message in an entertaining yet relevant manner. |
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