We used the technique of rotating billboards to dramatise our main idea. The poster simply shows a loaf of bread, but the system of the vertical rotating strips gives us the illusion that bread is cut every time the billboard for the fresh bakers appears.This was precisely what we needed to communicate, namely the freshness of the bread and the commitment of the fresh baker.

•Message understood90% refers to the proposition (passionate craftmanship, tasty & fresh products, need to buy at my fresh bakery)7% refers to the positive characteristics of bread3% understood another messageAwareness:•Aided awareness brand: 86%•36% spontanuous awarenessResults are also presented as an EFFIE case in Belgium.