The prestigious Cannes Lions Festival of Creativity celebrates the best of creativity in brand communications and is the largest gathering of advertising professionals, designers, marketers and digital innovators from across the globe. The campaign entitled “The Impossible Signing Session” won a Gold Lion at Cannes PR Lions 2017.
DDB Brussels and LEWIS created an unusual PR stunt around the Antwerp Book fair, which is one of the most talked about events in Belgium, attracting book fans from far and wide to get their favourite books signed by its authors. With the help of a robot arm, the team made the impossible possible. Eight world-renowned authors signed their books non-stop for 12 days, including Nicci French, Paula Hawkins, Andy Griffiths, David Baldacci, David Lagercrantz, Robert Harris and Belgian poet and writer Paul van Ostaijen.