With some subtle changes we turned the most important e-mail of the year for every Dutch creative, the in-book nominations list of the Art Director’s Club (ADCN), into a list summing up Arthur’s past 22 in-book nominations. And sent it to all ADCN members and the press only hours before the official list would arrive, fooling them and giving them instant proof of the quality of Arthur’s work. We also included a link to a website where all of the nominated work was presented.

Apart from free publicity in all major Dutch advertising publications, Arthur got hundreds of reactions including several invitations for actual assignments. The total number of assignments rose in 2010 and continues to do so in 2011. This was achieved with an extremely limited budget.Apart from national exposure and response, we have submitted this case to many international awards festivals, thus increasing the audience reached with top creatives from all over the world.