戛纳狮 - 产品设计类 - 银奖 我们的t恤在36小时内就被卖光了，并在节日期间和荷兰名人的电视上穿。在社交媒体上，我们受到了很大的冲击:最流行的标签是:“欧洲骄傲”、“同性恋”、“最坏”(#熏制香肠)和# tompouce(# custardpie)。上周末我们生成的87801806多名媒体印象和媒体价值超过€2115114(26 x营销投资回报率)。我们的t恤销售收入捐赠给了同性恋异性恋联盟，这些学生努力使学校对LGBTQ的学生和教师安全。 THE LIFE SAVING SCARECROW VARUNA PUMPS | Y&R DUBAI | 2017Product Design - B05 Social Impact Outcome Our T-shirts were sold out in 36 hours and worn throughout the festival and on TV by Dutch celebrities. On social media we were a big hit: the most popular hashtags were: #europride, #gay, #rookworst (#smokedsausage) and #tompouce (#custardpie). We generated more than 87,801,806 media impressions over the weekend and more than €2,115,114 in media value (26x return on marketing investment). The proceeds of our T-shirt sales were donated to Gay-Straight Alliances, groups of students who strive to make schools safe for LGBTQ students and teachers.   Execution We turned our brand icons, the smoked sausage and custard pie, into symbols for love, where we implied in an admittedly obvious way that sausage should be able to love sausage and pie should be able to love pie. We created limited edition T-shirts that were only available in selected Amsterdam stores where the EuroPride festival took place.During the festival all eyes and ears are on the streets and canals in Amsterdam and we were able to put our T-shirts on the forefront of the festival celebrations. Our brand icons became the hot topic on social media with the help of influencers in the gay community who loved our gesture. Apart from some outdoor billboards only on the festival, no media was bought, but our message became the talk of the town.   Campaign Description Because HEMA is a true love brand in the Netherlands, they really wanted to make a strong statement about equality and diversity when it comes to love. HEMA is ch