For Advertising Week Europe we wanted to make a fun campaign that would playfully engage international visitors to come to the rather London centric event. We came up with the 'Spy on the Brits' campaign: 'AWE has got you undercovered'. For the guestlist, we targeted Belgium and France and launched a partnership with Eurostar. Our invitees were sent an encoded invitation with spyglasses that they would need to decode the rest of our marketing communications (including pop-up billboards outside their offices). AWE liked our playful approach and strategy, and so we won the client pitch.
image 1: invitation
image 2: pop-up billboards with encoded message
image 3: message displayed on the pop-up billboard