For 10 years, gurus of advertising have been coming to Finland to speak to creatives regarding more creative advertising in a seminar called "Print & Pint". This time it was Bob Scarpelli's turn to make a speech. For the first time, the event was possible to see over the internet. Our brief was to tell about this new way of organizing the seminar, to tell who our speaker was, and, of course, why he is so special that every creative should listen to him.

For 10 years, this has been a traditional seminar. The invitations have also been quite traditional. This time we decided to use the most diversified array of messages possible. The result was a genuine multimedia campaign that began with a phone call and ended with a printed publication. We used personal phone calls (from an actor who claimed to be Bob), we used emails, we used a campaign-site on the web, and we used multimedia messages (sent by the real Bob). The seminar/speech itself was streamed via internet.

Awareness of Bob Scarpelli increased dramatically among creative people. Forty percent of the people invited visited the site to watch Bob’s speech.