Just for Curiosity

Melbourne_Ads_Art Center of Melbourne_Box of Curiosities_2While we wait to open the 2016 competition in a few weeks, it can be so much fun to look in on the work of creatives who have been Mobius Awards winners in the past. We chose a visit to Leo Burnett Melbourne, a 2015 Best of Show in Direct. At the agency’s website, we discovered a 2012 treasure, a project to find sponsors for Spiegelworld, a circus of a different sort. As Burnett points out in its explanation of the project, they had to attract the attention of a “notoriously disinterested” group, corporate executives.

Melbourne_Ads_Art Center of Melbourne_Box of Curiosities_5And they certainly piqued that group’s interest, with a mailing of a “Box of Curiosities.” The big box included jars and little boxes containing such oddities as a chocolate-flavored edible toupee, a voodoo doll complete with pin, jerky made from a two-headed goat and a response enclosure in the form of a tag to be tied on a carrier pigeon’s leg.

It worked, the agency said. One hundred percent of those contacted accepted a call about sponsorship and/or participated as a sponsor.

What’s that saying about “daring to be different”?

About mobiusawards

Mobius Awards, established in 1971, is one of the world’s oldest independent international advertising competitions. Each year, the competition recognizes outstanding work in Brochure/Book, Cinema-In-flight, Direct, Mixed Media Campaign, New Media, Online, Outdoor, Package Design, Photography, Point-of-Purchase, Print, Radio, Television, and Student.
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