Pepsico and BBDO UK wins first Creative Effectiveness at 2011 Cannes

The people at BBDO UK discovered that one out of 10 people like pairing their sandwiches with potato chips for lunch. It was an opportunity for Pepsico's Walkers to prove that it can make any sandwich more exciting.

The campaign put the spotlight on a small English town called Sandwich, adding a bit more pizzazz to the local's daily lives by having F1 driver Jenson Button as the town cab driver and Chelsea striker Frank Lampard as coach of the football team. Other appearances inclide British boyband JLS performing at a local school and bombshell Pamela Anderson serving at a local bar.

The organizers planned and filmed everything in secret so that the people of Sandwich town "got the biggest shock of their lives."

This campaign won the approval of the jury and the first ever Creative Effectiveness Grand Prix Lion at the 2011 Cannes Festival.

For more updates on the award winners and the festival, log on to www.canneslions.com.