UNICEF Landmine Stickers

A powerful ambient execution for UNICEF by Leo Burnett in Frankfurt (via I Believe in Adv).

The brief was to "create something small but eye-catching that lets passersby experience the insidious dangers of land mines at the UNICEF information booth".

Leo Burnett planted invisible landmine-stickers on the floor (their self-adhesive topsides looked exactly like the floor).

"When people walked over them, they stuck to their feet. While removing the stickers, people discovered the picture of a landmine on the bottom side. They were also informed that in many other countries, they would have been the victim of a landmine just at this moment. At the booths, people could get further information and donate to UNICEF.”

Mines remain hidden in fields, forests, roads and footpaths years after battles are fought until someone treads unknowingly and triggers a deadly explosion. UNICEF currently operates in 30 mine affected countries, coordinating a programmes focused on Mine Risk Education, advocacy and survivor assistance.

Visits to the info booth doubled as a result of this campaign (compared to their 2006 landmine campaign) and donations increased (I’m not sure by what percentage).

I really like this idea because it communicates the unexpectedness of walking over a landmine and makes the issue very personal by literally sticking the message to people.