They dared to do it. That’s how the agencies and clients you will read about on the following pages took home 1998 World PRO of Excellence Awards. They unearthed the proverbial Big Ideas, dared to execute them against the odds, and reaped huge rewards.
Dove soap had the audacity to ask loyal users to recruit new ones. Worthington beer encouraged British men to shirk their household chores and hang longer at the pub. Burger King sampled 6 percent of the U.S. population on one day. Levi’s jeans staged a party in the middle of Israel’s Negev desert, and K2 skirted German regulations by skating around the world.
In any case, promo Magazine and the Association of Promotion Marketing Agencies Worldwide, sponsors of the PRO Awards, salute the world’s truly BIG promotions.
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