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Published on

May 24, 2018



TEAM LEWIS won at the presentation of the annual SABRE Awards. TEAM LEWIS won an award in the Trade Show category for the Belgian campaign ‘The Impossible Signing Session‘ with This campaign came about in close collaboration with the Belgian advertising agency DDB Brussels as an unusual PR stunt for the eightieth edition of the Antwerp Book Fair.

Literary fans flock to this famous book event every year to have their favorite book signed by their favorite author. Especially for those book fans whose author unfortunately could not be physically present, came up with a solution. A technological signing robot was created that analyzed all the autographs and manuscripts of the well-known (and even deceased) authors, dissected them and then reconstructed them. This way the sign arm could accurately imitate signatures and also leave personal messages behind.

The Impossible Signing Session ‘ensued an unseen stunt at the Antwerp book fair and created an enormous amount of media attention both at home and abroad. This award is therefore a nice reward for the cooperation between all partners involved.

This campaign was previously awarded with a Gold Lion during the Cannes PR Lions, and also won a European Excellence Award as a Eurobest Award.

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