The Lions Rugby Tour was going to New Zealand – a once-every-12-years event. To maximise the publicity, All Blacks sponsor Steinlager found somewhere the fans and teams spent the most time: the airport. It bought every sign, in every terminal, and made them interactive. It then told its rivals Guinness – the Lion's sponsor – that it could have the signs for free. It just had to fight for them.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.