The Agency Leo Burnett created this ad campaign to awaken peoples awareness around landmines and their hazard. They placed, invisible “Landmine"-stickers on the floor: Their self-adhesive topsides looked exactly like the floor. When people walked over them, they stuck to their feet. While removing the stickers, people discovered the picture of a landmine on the bottom side with the text: In many countries, landmines are still an insidious danger to civilians.
They were also informed that in many other countries, they would have been the victim of a landmine just at this moment. At the booths, people could get further informations and donate to UNICEF.”
The campaign worked, their visits doubled, and the donation for landmine victms increased.
Advertising Agency: Leo Burnett, Frankfurt, Germany
Creative Directors: Andreas Heinzel, Peter Steger, Andreas Pauli, Kerrin Nausch
Copywriters: Florian Kroeber
Art Directors: Claudia Boeckler
Photographers: Heine, Lenz, Zizka
Others: Jeanette Bohné, Eva Muenstermann, Tobias Nientied
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