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Winner
Direct
JWT New York
De Beers Diamonds
Unbreakable Kiss
De Beers believes that love endures like a diamond. So, in a romantic flourish, the agency designed a giant mistletoe installation - and suspended it ten feet above a New York park over Christmas. Sixty stills cameras captured any kiss under this mistletoe, freezing the 360° moment in time. People could then download their 'unbreakable kiss' online, and upload to facebook, save it as a screensaver, or mail it on to friends.
Over $4 million in free publicity was accrued, with web traffic increasing by 94% during the promotion. And people queued up to kiss.
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