JWT Germany needed to convince sales and distribution heads of German FMCG brands that they understood what clients wanted from a creative agency. So they did something most agencies would never dream of – they melted down their Cannes Lions and Effie trophies and turned them into shopping cart tokens. A powerful symbol, proving that we are awarded for creativity and effectiveness, we understand that in real life, sales count more.

The execution included limited edition coins (numbered and personalized per recipient), a ‘making of’ documentary and the agency ‘sales story’ as a VIP-mailer.