Our integrated brief was to encourage creative people to submit their ideas for the D&AD Awards 2005 Call for Entries Competition. When told that the creators of the winning idea get two pairs of flights to the Caribbean, we thought that might have been confusing for some people. So, to ensure everyone understood exactly what 'free flights to the Caribbean' meant, we decided to go there and shoot a short, yet informative, film.

The film appeared on the D&AD site along with the competition guidelines and a downloadable application form. A postcard and press ad directed you to the site.