In order to engage consumers with the Megabrand's hundreds of products, we developed the 'Creating wonder out of basics' concept.

We asked the world famous Artist Piven - famous for his ability to turn the basic things into works of art - to take the hundreds of products of the Strauss Megabrand and show the entire country how to create wonder out of basics. The campaign included 10 different outdoor ads, 3 TVCs and internet advertising. We then invited consumers to create their own wonders on a special internet platform.

Consumers took over and promoted the online destination to their friends by word of mouth.Creative consumers let their imagination run free.The site became an incredible online gallery attracting more than 25% of the country's surfers.Consumers created over 96,742 pieces of artwork with the average age of creators set at 31.

The consumer content and database is a treasure for years.In 2009, one Megabrand can still inspire consumers to create wonders out of basics.