Congratulations to Kit Lynch-Robinson for winning the Bronze award at Cannes Lions 2013 for “Meat Snacking Helmet” helmed for Mattessons Fridge Raiders with Saatchi & Saatchi London.
Excerpt from Cannes Lions:
“To create a hands-free snacking and gaming device, allowing gamers to eat Fridge Raiders without disrupting their game play. We needed to reach gamers in an authentic way. So, rather than use traditional advertising we partnered with an online gaming celebrity called Syndicate Project to help co-create the device. With 3.6m subscribers on YouTube, 415,000 Facebook fans and 605,000 Twitter followers, he not only gave the brand credibility, but acted as our media channel. We asked his followers to submit their ideas for the gaming device to the Fridge Raiders Facebook page.
The response was incredible; over 15,000 ideas submitted across Facebook, Twitter and YouTube. We responded by sending back blueprints of the best ideas, which were made into prototypes to be tested by Syndicate Project. Fans were kept up to date with Facebook updates, Tweets and videos on YouTube. After weeks of product development, the final working prototype was delivered to Syndicate Project by Royal Marines. He then ‘unboxed’ the device online to his millions of fans.”
Continue reading at Canneslions.com