Cannes Lions: Creative Effectiveness Grand Prix winner reminded me today about this great piece of work, Silver Lion winner in 2010 that took the top honor this year at the inaugural Creative Effectiveness category.

Pepsico’s crisps brand Walkers demonstrated the British public that they make ‘any sandwich more exciting. Any. Including a quiet English village called Sandwich.

Not your regular celebrity campaign. For one day they cramped the town with people of the likes of Frank Lampard or Pamela Anderson to make the place more exciting.

Based on great consumer insights, business opportunities and proven results beyond the free media coverage and YouTube views. As a result of the campaign the brand closed long term deals with top retailers to allow their products be displayed on the sandwich aisles.

Well deserved I believe. And probably nothing sweeter that winning this truly ‘twin peaks’ award.

Regional Executive Creative Director, Geometry Global Asia Pacific