2013 Results

CAT 29 - Promotions & Incentives (PIE)


Robert/Boisen & Like-minded (DENMARK)

Anthon Berg: "The Generous Upgrader"29-00920-PIE

Agency (& City): Robert Boisen & like-minded (Copenhagen)

Creative Director(s): Michael Robert

Copywriter(s): James Godfrey

Art Director(s): Heinrich Vejlgaard

Production Company (& City): Molamil (Copenhagen)

Strategist: Søren Christensen

Account Manager: Mette Ingemann

Short explanation

To demonstrate Anthon Berg’s philosophy of generosity, we turned the humble boarding pass into a ticket to a “delicious flight upgrade”. The Anthon Berg Generous Upgrader was a specially built machine located at various airport terminals. Before boarding flights, passengers could scan their boarding passes at the Generous Upgrader, and using specially developed software that cross-references the information on their boarding pass with information from Seatguru (a company that has mapped and rated seat configurations of airlines around the world) we could tell passengers about the quality of their seat and then upgrade them accordingly. The worse the seat, the bigger the chocolate upgrade.

For once, having a bad seat on a plane was actually a good thing.


Chocolate bars and packs