Our solution, Never Ending Smoothness, made use of the ubiquitous scrolling city lights vitrine, but modified to create our “smooth” effect. We retrofitted the billboard with a giant spreading knife mounted beneath a perpetually rolling expanse of smooth GERVAIS Original on top of a toasted cracker.

Usually, CLVs are static mediums switching out robotically with competing brand messages. In our case, viewers were entertained and informed by an idea that breathed new life into an old format.

The campaign was still ongoing at the time the entry was made, so results were pending.