To prove their point, Walkers Crisps brand of snacks did turn the lovely but quiet village of Sandwich in England into a more exciting place through a series of surprise events. The action involved celebrities of all walks of life, from Frank Lampard to Pamela Anderson.

It won two Promo & Activation Silver Lions for Event & Field Marketing and Fast Moving Consumer Goods. And also the Creative Effectiveness Grand Prix the year after.

Isn’t it the case that any brand promise could be transformed into a real life experience?