Title	TAKE A BREATH
Brand	SIHLCITY SHOPPING MALL
Product/Service	RETAIL
Category	A04. AMBIENT MEDIA: LARGE SCALE
Entrant Company	LEO BURNETT SCHWEIZ Zürich, SWITZERLAND
Advertising Agency	LEO BURNETT SCHWEIZ Zürich, SWITZERLAND

Name	Company	Position
Johannes Raggio	LEO BURNETT Schweiz AG	Exec. Creative Director
Markus Rottmann	Leo Burnett Schweiz Ag	Copy Writer
Anna Leudolph	Leo Burnett Schweiz AG	Copy Writer
Pablo Schencke	LEO BURNETT Schweiz AG	Creative Director
Barbara Hartmann	LEO BURNETT Schweiz AG	Art Director
Lukas Tauss	LEO BURNETT Schweiz AG	Art Director

The Brief

If one shops at Sihlcity with its wide range of products and a total of 99 shops, one has a great selection to choose from. We've brought this to life yet again in advertising. In the 'How-many-Sihlcity-stores-can-you-name-in-a-single-breath?' contest it came to how many Sihlcity shops one could enumerate with taking just one breath and the more you managed, the higher the profit. Instructions: Take a good breath and just list all the shops atop of your mind.

Creative Execution

Announced in TV, on radio, billboards and ads at the POS the competition became extremely successful, with over 600 participants alone at the POS. The winner was a young man who has brought it, thanks to sophisticated breathing technique, to an incredible listing of 129 shops - he actually had so much breath left, he just begun all over again.

Describe the creative solution to the brief/objective.

The participants could demonstrate their lung-strength directly at the POS, online via webcam and with numerous promotion-teams circulating the city.

Results

Result: There were a total of 766 participants queuing at the POS, 21 directly online on the Website and 98 throughout the city with the promotion teams. Gift vouchers worth over CHF 10,000 - were distributed.