Bavaria - Curling iron and Geyser - "Zo. Nu eerst een Bavaria!" (1998) print

This was part of a campaign that encouraged Dutch people to get involved in the creation of it. the classic tagline "Zo. Nu eerst een Bavaria!" (So. Now I'll have a Bavaria) was here used in a way that people took credit for doing nothing at all. And then snapping a photo of that, uploading it to the Bavaria site and those photos could win prizes, like a six-pack of Bavaria.  User-generated ads, so to speak. Commercials ran on TV and posters were printed to announce the competition.

In these two scenarios a man with an electric curler, waited until just the right moment to take a photo, as Hasidic Jews pass behind him, suggesting that he had something to do with their curls. 

In the other ad, a man waited for the perfect moment to pose with a plunger, suggesting that he had something to do with the geyser behind him. 

Advertising Agency:Schaeffer Wunsch Has, Netherlands
Creative Director: Lode Schaeffer
Copywriter: J.P. Nieuwerkerk
Art Director: Christien Van Citters
Account Supervisor: Jan Has
Advertisers Supervisor: Paul Van Den Acker
Illustrator: Nick Strong
Typographer: Max Christoffel
Photographer: Raimond Wouda