Cannes Lions
LEO BURNETT VENEZUELA, Caracas / DIAGEO / 2006
Overview
Entries
Credits
Execution
By developing 10 versions of the striding man ads, one for each of the categories of the magazine's special edition, the brand established itself as an icon of progress, leveraging from the communication of the magazine's special edition.
Outcome
Given the effectiveness of the message, the quantity of traditional billboards the brand had projected to advertise, was reduced.Sales showed growth in the two months after the initiative, increasing from 4 to 4.2
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