Category B08. Calendars, Invitations & Greetings Cards
Name Company Position
Clive Davis and Andy Fenton McCann Manchester Senior Creative Team

The Campaign

We’ve all heard stories of offenders trying to dig their way out of prison using utensils that were somehow concealed and smuggled in by friends or relatives. We embraced this approach and turned it on its head. We created a book, with a knife and fork secreted inside its pages, which invited journalists to dig in. The specially designed dust jacket introduced The Clink with an overview of the story we wanted to tell. The overall theme of ‘escaping’ was a snug fit for the brand and its main objective of helping prisoners escape a life of crime.

Creative Execution

Journalists get bombarded with mailers all the time. Some they don’t even open. So to make ours stand out – we disguised it. We made it look like something they had ordered themselves from Amazon. A book. The outer packaging had to look authentic right down it’s satisfying tear open strip. Inside the book looks and feels like a classic, weighty, hard back crime novel with glossy dust jacket and dark brooding photography over an embossed spine and cloth finish. ‘Did I order this?’ the recipient would ask themselves. ‘This looks interesting.’ The stark typography hints at an interesting read inside – until it’s opened and reveals the secret therein.

Indication of how successful the outcome was in the market

Firstly we needed to establish relationships with influential journalists, and get enough traction to build awareness. In 2017 The Clink has received praise from a Masterchef food-critic, featured on the and the message has been highlighted in an on-board Emirates magazine. In addition to social-change coverage, The Clink has been listed in numerous Top Places to eat lists, including the ‘Top 26 Places to Eat in 2017’ according to Olive magazine. This shows we are beginning to turn-the-dial; being seen as a great restaurant, not just a charity. Moving on this conversation puts the food at the heart of the conversation, with social-change a cherry-on-top. With a limited budget, a lack of sophisticated measurement-tools and a small time-period to consider, it is impossible to know the exact impact, but crucially the restaurants are growing in stature/reputation. Whilst the communications change perceptions, The Clink changes lives; reducing re-offending by 41%.

We had to reach a wide audience of consumers. But we didn’t have the luxury of a large media spend. So we decided to make the media work for us, by targeting journalists. That way The Clink’s story could reach far and wide. We targeted national and regional journalists directly, who specialised in restaurant reviews. Sending our message/invitation in the form of a book seemed like the perfect solution. After all, every journalist loves a good read.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.