Cannes Lions
538 CONCEPTS , Hilversum / SONY / 2012
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A unique radio campaign was created to coincide with the release of The Smurfs movie in August 2011. In the movie, the Smurfs leave their village and enter the real world. The idea behind the campaign is that real world advertisers are now targeting the Smurf market in their adverts. All ‘Smurfercials’ were aired all together in a commercial block, and all urls led to the original movie website.
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