Brief: Create something small but eye-catching that lets passers-by experience the insidious dangers of landmines at the UNICEF information booths.
Solution: The idea was to place very special Landmine-stickers with self-adhesive topsides in front of the booths. They were invisible until they stuck to the people's feet. As soon as passers.by removed the stickers, they were suprised to see a landmine-picture on the bottom side and were informed that in many other countries they would have been mutilated at this moment.
-Compared to 2006, visits doubled
-Idea captured people's attention and will be used at all upcoming UNICEF information booths
Advertising Agency: Leo Burnett, Frankfurt, Germany
Creative Directors: Andreas Heinzel, Peter Steger, Andreas Pauli, Kerrin Nausch
Copywriter: Florian Kroeber
Art Director: Claudia Boeckler
Photographers: Heine, Lenz, Zizka
Other additional credits: Jeanette Bohné, Eva Muenstermann, Tobias Nientiedt