Open Dutch Sugar Pouring Championships
Van Gilse wanted to promote their new sugar packaging: a handy carton which allows the user to pour the sugar. Living the Brand asked me to come up with a stand concept to feature this innovative packaging at the Huishoudbeurs (‘Household Fair’) in Amsterdam. To emphasize the practicality of the new packaging I made up the Open Dutch Sugar Pouring Championships. A hyperactive host attracted visitors to participate and pour specific amounts of sugar into various bowls, as precise and fast as possible. All contestants could download their picture from the special website and forward it to their Facebook and Hyves friends. Loads of attention for a commodity product…
Commissioned by Living the Brand