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Award: Wood Pencil

Wood Pencil / Direct / Direct Digital / 2007

The task was to create brand awareness for the Hamburg Mannheim liability insurance among users. The target group was women and men aged 25 to 45. This online ad demonstrates impressively how easy it is to, unintentionally, cause massive damage in order to sensitize the user to private liability insurance. The complete web site and the users are drawn into the advertisement. The users' mouse action triggers the advertising message so that they are forced to deal with it.

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