Our proposition was: "Our CEO is here in Cannes to recruit the best talent in the business." We surrounded our target audience witha) Posters at Cannes airport Arrivals and Departuresb) Press ads, and belly band, in the Lions Daily – the newspaper read by all attendeesc) Guerrilla marketing on the Awards night: i) Alka Seltzer handed out before the ceremony ii) Champagne handed out immediately after the ceremony iii) Cigars handed out at the Awards Partyd) Email sent to the winners back at their agencies.

In the UK alone, this led to our biggest creative hiring of the year. Jon Williams had just picked up two Gold Cyber Lions. As a result of this campaign, he was enticed away from Publicis Dialog where his work on the De Paul Trust and the Hewlett Packard Hype Gallery has made him the most successful Creative Director in the digital field.